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MBA in Marketing at SRM Institute of Science and Technology
Chengalpattu, Tamil Nadu
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About the Specialization
What is Marketing at SRM Institute of Science and Technology Chengalpattu?
This Marketing program at SRM Institute of Science and Technology, Chengalpattu, focuses on developing strategic marketing professionals. It provides a robust understanding of consumer behavior, market dynamics, and digital transformation crucial for the Indian market. The program emphasizes practical exposure and contemporary marketing tools, aligning with evolving industry needs. It prepares students for diverse challenges in a competitive business landscape.
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 specialized marketing domains or transition into the dynamic marketing industry. Candidates with a passion for understanding consumer needs, market trends, and effective communication will thrive in this specialization.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths as Brand Managers, Digital Marketing Specialists, Sales Managers, Market Research Analysts, or Public Relations Managers in India. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience and demonstrated expertise. The program aligns with industry demand for data-driven marketers and strategic thinkers.
Student Success Practices
Foundation Stage
Build a Strong Marketing Foundation- (Semester 1-2)
Engage deeply with core Marketing Management concepts (4Ps, segmentation, targeting, positioning). Use case studies to understand real-world applications. Attend introductory workshops on digital marketing tools and consumer insights to establish fundamental knowledge.
Tools & Resources
Philip Kotler''''s Marketing Management, Harvard Business Review cases, Udemy courses on marketing basics, LinkedIn Learning
Career Connection
Strong fundamentals are essential for cracking marketing-specific interviews and excelling in initial roles like Marketing Analyst or Sales Executive, providing a solid base for advanced studies.
Develop Communication & Presentation Skills- (Semester 1-2)
Actively participate in class discussions, join debate clubs, and volunteer for presentation opportunities. Focus on structuring arguments, public speaking, and creating compelling visual aids. Practice conveying complex marketing ideas clearly and concisely to diverse audiences.
Tools & Resources
Toastmasters International, PowerPoint/Google Slides tutorials, Business communication textbooks, Peer feedback sessions
Career Connection
These skills are paramount for client interactions, internal team presentations, and leadership roles in marketing, enhancing persuasive abilities and professional presence.
Network with Peers and Faculty- (Semester 1-2)
Form study groups to discuss concepts and prepare for exams, fostering collaborative learning. Engage with professors during office hours to gain deeper insights into marketing trends, research opportunities, and career advice. Seek mentorship from senior students and alumni.
Tools & Resources
University student clubs and organizations, Department events and seminars, LinkedIn for academic networking, Alumni connect programs
Career Connection
Builds a supportive academic environment and early professional connections, which can lead to collaborative projects, research opportunities, and valuable job referrals in the future.
Intermediate Stage
Deep Dive into Marketing Analytics & Tools- (Semester 3)
Learn to use essential marketing analytics tools such as Google Analytics, social media analytics platforms, and CRM software. Develop strong skills in data interpretation, campaign performance tracking, and data-driven decision-making through practical projects and certifications.
Tools & Resources
Google Analytics Academy, HubSpot Academy, Coursera courses on marketing analytics, Excel/Power BI for data visualization
Career Connection
Critical for highly sought-after roles in Digital Marketing, Market Research, and Business Analytics, enabling data-informed strategies and demonstrating practical expertise.
Actively Pursue Marketing Internships- (After Semester 2 (Summer Internship), can extend to part-time during Sem 3)
Secure a summer or semester-long internship in a marketing-related domain like brand management, digital marketing, or sales. Focus on applying theoretical knowledge to real business problems, contributing to live projects, and building valuable industry contacts.
Tools & Resources
College placement cell, LinkedIn Jobs, Internshala, Company career pages, Industry job fairs
Career Connection
Provides practical industry experience, significantly enhances your resume, often leads to pre-placement offers, and helps clarify long-term career interests in marketing.
Engage in Industry-Specific Competitions & Workshops- (Semester 3-4)
Participate in marketing case study competitions, ad design contests, brand-building challenges, and workshops organized by industry bodies or SRMIST. This sharpens problem-solving skills, fosters creativity, and exposes you to current industry trends and challenges.
Tools & Resources
SRMIST marketing clubs, AIMA Young Managers Competition (YMC), National level marketing fests, Corporate-sponsored hackathons
Career Connection
Builds a strong professional portfolio, demonstrates initiative and practical skills, and facilitates networking with industry leaders and potential recruiters, boosting visibility.
Advanced Stage
Specialize and Build a Portfolio- (Semester 3-4)
Choose electives aligning with your specific career aspirations (e.g., Digital Marketing, Brand Management, Rural Marketing). Develop a comprehensive portfolio of projects, campaigns, analyses, and research papers that demonstrate your specialized skills and achievements.
Tools & Resources
Personal website/blog, Behance (for creative work), GitHub (for data projects), LinkedIn for showcasing professional work, Medium for thought leadership
Career Connection
A strong, specialized portfolio is crucial for landing roles in competitive marketing fields, clearly articulating your value, and demonstrating readiness for specific job functions and responsibilities.
Master Interview Skills & Placement Preparation- (Semester 4)
Engage intensively in mock interviews, group discussions, and aptitude test preparation sessions offered by the placement cell. Thoroughly research target companies, their marketing strategies, and recent campaigns. Refine your resume and cover letter to highlight marketing competencies.
Tools & Resources
College placement office resources, Online aptitude test platforms (e.g., Indiabix), Company websites and annual reports, Glassdoor and other interview experience sites
Career Connection
Directly impacts successful placements in top companies, ensuring you articulate your skills and experience effectively to potential employers and navigate the recruitment process confidently.
Develop a Personal Brand & Professional Network- (Semester 3-4 and beyond)
Actively build and nurture your professional network on platforms like LinkedIn, attending industry webinars, conferences, and alumni events. Contribute thought leadership by sharing insights on marketing trends or successful campaigns, positioning yourself as an expert.
Tools & Resources
LinkedIn Professional Network, Industry associations (e.g., IAA, MMA), Alumni network events, Professional marketing groups and forums
Career Connection
Opens doors to future job opportunities, collaborative projects, mentorship, and accelerates long-term career growth in the dynamic and interconnected marketing sector.
Program Structure and Curriculum
Eligibility:
- A Bachelor''''s degree (10+2+3 or 10+2+4 pattern) in any discipline from a recognized University, with a minimum aggregate of 60% or a CGPA of 6.0 on a 10 point scale. Candidates appearing for the final year examination are also eligible. Valid score in SRMJEEM / CAT / MAT / XAT / GMAT / CMAT / ATMA.
Duration: 2 years (4 semesters)
Credits: 104 Credits
Assessment: Internal: 50% (Continuous Internal Assessment - CIA), External: 50% (End Semester Examination - ESE)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 19MB101T | Management Principles and Organizational Behavior | Core | 4 | Management Evolution and Theories, Organizational Behavior Foundations, Motivation and Leadership, Group Dynamics and Team Building, Organizational Culture and Change |
| 19MB102T | Managerial Economics | Core | 4 | Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management, Macroeconomic Indicators for Business |
| 19MB103T | Accounting for Management | Core | 4 | Financial Accounting Principles, Preparation of Financial Statements, Cost Accounting for Decision Making, Budgetary Control and Variance Analysis, Funds Flow and Cash Flow Statements |
| 19MB104T | Quantitative Techniques for Management | Core | 4 | Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Linear Programming, Decision Theory and Simulation |
| 19MB105T | Business Communication | Core | 4 | Principles of Effective Communication, Oral and Written Communication, Business Correspondence and Reports, Presentation Skills, Cross-cultural Communication |
| 19MB106T | Information Technology for Business | Core | 4 | Foundations of Information Technology, Database Management Systems, E-commerce and E-business Models, Management Information Systems (MIS), Cyber Security and Ethics |
| 19MB107L | Business Lab | Lab | 2 | Advanced Spreadsheet Applications, Statistical Software for Data Analysis, Presentation Tools and Techniques, Business Analytics Tools, Case Study Analysis and Reporting |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 19MB201T | Marketing Management | Core | 4 | Marketing Concepts and Environment, Market Segmentation, Targeting, Positioning, Product Life Cycle and New Product Development, Pricing Strategies and Decisions, Promotion and Distribution Management |
| 19MB202T | Financial Management | Core | 4 | Sources of Finance and Cost of Capital, Capital Budgeting Decisions, Working Capital Management, Dividend Policy Decisions, Investment Analysis and Portfolio Management |
| 19MB203T | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management and Compensation, Industrial Relations and Employee Welfare |
| 19MB204T | Operations Management | Core | 4 | Production Systems and Plant Location, Capacity Planning and Facility Layout, Inventory Management Techniques, Quality Management and Control, Supply Chain Management |
| 19MB205T | Research Methods for Management | Core | 4 | Research Design and Problem Formulation, Sampling Techniques and Data Collection, Data Analysis and Interpretation, Hypothesis Testing, Research Report Writing |
| 19MB206T | Legal Aspects of Business | Core | 4 | Indian Contract Act, Companies Act, Consumer Protection Act, Intellectual Property Rights, Cyber Law and E-commerce Regulations |
| 19MB207T | Business Analytics | Core | 4 | Introduction to Business Analytics, Descriptive Analytics and Data Visualization, Predictive Analytics Models, Prescriptive Analytics, Big Data Concepts and Applications |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 19MB301T | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Scanning and SWOT Analysis, Strategy Formulation and Choice, Strategy Implementation and Control, Corporate Governance and Ethics in Strategy |
| 19MB302P | Summer Internship | Project | 4 | Problem Identification and Scope, Data Collection and Analysis, Solution Development and Recommendation, Project Report Writing, Presentation of Findings |
| 19MB3M1T | Consumer Behaviour | Elective - Marketing | 3 | Consumer Decision Process, Psychological Determinants of Behavior, Socio-Cultural Influences on Consumption, Consumer Research and Segmentation, Ethics in Consumer Behavior |
| 19MB3M2T | Sales and Distribution Management | Elective - Marketing | 3 | Role of Sales in Marketing, Sales Force Management, Designing Distribution Channels, Channel Intermediaries and Management, Sales Planning and Forecasting |
| 19MB3M3T | Services Marketing | Elective - Marketing | 3 | Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Encounters |
| 19MB3M4T | Rural Marketing | Elective - Marketing | 3 | Indian Rural Market Environment, Rural Consumer Behavior, Product and Pricing for Rural Markets, Rural Distribution Strategies, Rural Communication and Promotion |
| 19MB3M5T | Retail Management | Elective - Marketing | 3 | Retail Formats and Theories, Retail Location and Layout, Merchandise Management, Retail Operations and Supply Chain, Retail Technology and E-tailing |
| 19MB3M6T | Integrated Marketing Communication | Elective - Marketing | 3 | Introduction to IMC, Advertising Management, Sales Promotion Strategies, Public Relations and Publicity, Direct Marketing and Digital Integration |
| 19MB3M7T | Customer Relationship Management | Elective - Marketing | 3 | Foundations of CRM, Customer Acquisition and Retention, CRM Technology and Data Mining, Customer Loyalty Programs, CRM Implementation and Challenges |
| 19MB3M8T | Product and Brand Management | Elective - Marketing | 3 | Product Mix and Product Line Decisions, New Product Development Process, Branding Concepts and Strategies, Brand Equity and Brand Identity, Packaging and Labeling Decisions |
| 19MB3M9T | B2B Marketing | Elective - Marketing | 3 | Nature of B2B Markets, Organizational Buyer Behavior, Relationship Marketing in B2B, B2B Product and Pricing Strategies, B2B Communication and Channels |
| 19MB3M10T | Marketing Research | Elective - Marketing | 3 | Marketing Research Process, Exploratory, Descriptive, Causal Research, Measurement and Scaling Techniques, Data Collection Methods, Data Analysis and Report Presentation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 19MB401T | Business Ethics and Corporate Social Responsibility | Core | 4 | Ethical Theories in Business, Ethical Decision Making, Concepts of Corporate Social Responsibility (CSR), Stakeholder Management, Corporate Governance |
| 19MB402P | Project Work / Dissertation | Project | 8 | Problem Formulation and Literature Review, Research Methodology and Design, Data Analysis and Interpretation, Findings, Conclusions, and Recommendations, Dissertation Writing and Defense |
| 19MB4M1T | Digital Marketing | Elective - Marketing | 3 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing |
| 19MB4M2T | International Marketing | Elective - Marketing | 3 | Global Marketing Environment, International Market Entry Strategies, Global Product and Brand Decisions, International Pricing Strategies, International Distribution and Promotion |
| 19MB4M3T | Brand Management | Elective - Marketing | 3 | Building Strong Brands, Brand Positioning and Differentiation, Brand Architecture and Hierarchy, Measuring Brand Equity, Brand Revitalization and Crisis Management |
| 19MB4M4T | Advertising and Promotion Management | Elective - Marketing | 3 | Advertising Planning and Strategy, Creative Strategy and Message Development, Media Planning and Selection, Sales Promotion Techniques, Publicity and Event Sponsorship |
| 19MB4M5T | Public Relations Management | Elective - Marketing | 3 | Role and Functions of PR, Media Relations and Publicity, Corporate Communication, Crisis Management in PR, CSR and Community Relations |
| 19MB4M6T | Personal Selling and Sales Promotion | Elective - Marketing | 3 | Personal Selling Process, Salesmanship and Negotiation Skills, Sales Presentation Techniques, Consumer Sales Promotion, Trade Sales Promotion |
| 19MB4M7T | Event Marketing and Management | Elective - Marketing | 3 | Concepts of Event Marketing, Event Planning and Design, Budgeting and Sponsorship, Event Operations and Logistics, Post-Event Evaluation and ROI |
| 19MB4M8T | Industrial Marketing | Elective - Marketing | 3 | Characteristics of Industrial Markets, Organizational Buying Process, Industrial Product and Service Strategy, Channel Management in Industrial Markets, Key Account Management |
| 19MB4M9T | Marketing of Financial Services | Elective - Marketing | 3 | Nature of Financial Services, Marketing Mix for Financial Services, Customer Acquisition and Retention, Digitalization in Financial Services Marketing, Regulatory Environment and Ethics |
| 19MB4M10T | Strategic Brand Management | Elective - Marketing | 3 | Strategic Role of Brands, Global Branding Strategies, Brand Valuation and Licensing, Managing Brand Extensions, Brand Portfolio Management |
