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MBA in Marketing at ST. SOLDIER INSTITUTE OF MANAGEMENT AND TECHNOLOGY
Jalandhar, Punjab
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About the Specialization
What is Marketing at ST. SOLDIER INSTITUTE OF MANAGEMENT AND TECHNOLOGY Jalandhar?
This Marketing specialization program at St. Soldier Institute of Management and Technology, affiliated with IKGPTU, focuses on developing a comprehensive understanding of market dynamics, consumer behavior, and strategic marketing techniques crucial for the Indian industry. The curriculum is designed to equip students with skills to navigate the competitive and rapidly evolving Indian market, emphasizing both traditional and digital marketing approaches. It addresses the growing demand for skilled marketing professionals in sectors like FMCG, retail, services, and technology.
Who Should Apply?
This program is ideal for fresh graduates with a passion for brand building and market analysis, seeking entry into dynamic marketing roles. It also caters to working professionals aiming to upskill in specific marketing domains like digital marketing or sales management, or career changers transitioning into marketing and advertising roles within India''''s burgeoning consumer market. Candidates typically possess strong communication skills and an analytical bent.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including Brand Manager, Marketing Analyst, Sales Manager, Digital Marketing Specialist, and Retail Manager. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning significantly more. The program fosters growth trajectories in Indian and multinational companies operating in India, providing a strong foundation for future leadership roles and aligning with certifications like Google Analytics or HubSpot Inbound Marketing.
Student Success Practices
Foundation Stage
Master Management Fundamentals- (Semester 1-2)
Dedicate time in the first year to thoroughly grasp core management subjects like Marketing Management, Financial Management, and Organizational Behavior. These form the bedrock for all advanced concepts. Utilize IKGPTU''''s recommended textbooks and case studies, engaging actively in class discussions to build a strong theoretical foundation.
Tools & Resources
Core textbook readings, Harvard Business Review cases, Online management courses on Coursera/edX
Career Connection
A strong grasp of fundamentals is crucial for passing competitive exams, excelling in internships, and forming the basis for strategic thinking in future roles.
Develop Strong Communication and Presentation Skills- (Semester 1-2)
Actively participate in group presentations, public speaking events, and debates. Focus on structuring thoughts, clear articulation, and compelling delivery. Join Toastmasters clubs or college communication societies to refine your soft skills, which are highly valued by Indian recruiters.
Tools & Resources
Toastmasters International, Presentation tools like PowerPoint/Canva, Peer feedback sessions
Career Connection
Effective communication is paramount for marketing roles, enabling persuasive pitches, client interactions, and team leadership, directly impacting placement success.
Network and Seek Mentorship- (Semester 1-2)
Engage with alumni, faculty, and guest speakers from the industry. Attend college events, industry seminars, and professional workshops to build a robust network. Seek out mentors who can provide guidance on career paths, industry trends, and specific skill development relevant to the Indian marketing landscape.
Tools & Resources
LinkedIn, Alumni association events, Industry conferences
Career Connection
Networking opens doors to internship opportunities, industry insights, and potential job referrals, significantly enhancing career prospects in the competitive Indian job market.
Intermediate Stage
Specialize through Electives and Certifications- (Semester 3)
Once core concepts are clear, strategically choose Marketing electives (Consumer Behavior, Sales & Distribution, Marketing Research) and pursue relevant online certifications. For instance, complete Google Ads or HubSpot Inbound Marketing certifications to gain a competitive edge in digital marketing roles, a rapidly growing area in India.
Tools & Resources
Google Skillshop, HubSpot Academy, NPTEL courses on specific marketing topics
Career Connection
Specialized skills and certifications make you highly desirable for niche marketing roles, leading to better placement opportunities and higher starting salaries in specific domains.
Undertake Impactful Summer Internships- (Between Semester 2 and 3)
Actively seek and complete a summer internship (as per MBA306 Summer Training Project Report) in a reputed company, preferably in a marketing department. Focus on hands-on project experience, understanding real-world business challenges, and contributing meaningfully. This practical exposure is critical for placements in India.
Tools & Resources
College placement cell, Internshala, Naukri.com for internships
Career Connection
Internships provide crucial industry exposure, networking opportunities, and often lead to pre-placement offers, significantly boosting your chances of securing a good job post-graduation.
Participate in Business Competitions & Case Studies- (Semester 3)
Form teams and actively participate in inter-college business plan competitions, marketing challenges, and case study analyses. This hones problem-solving, teamwork, and strategic thinking skills under pressure, reflecting real-world corporate scenarios prevalent in the Indian corporate sector.
Tools & Resources
Case study platforms (e.g., HBS cases, Darden cases), College clubs for competitions
Career Connection
Success in competitions adds significant weight to your resume, demonstrates leadership and analytical abilities, and catches the eye of potential employers during placements.
Advanced Stage
Conduct In-depth Dissertation/Project Work- (Semester 4)
Choose a relevant and challenging topic for your MBA405 Dissertation/Project Work, preferably one sponsored by an industry partner or addressing a current marketing challenge in India. Apply advanced research methodologies and analytical tools to provide actionable insights, showcasing your expertise to potential employers.
Tools & Resources
Statistical software (SPSS, R), Advanced market research databases, Mentorship from faculty and industry experts
Career Connection
A well-executed dissertation is a powerful testament to your analytical capabilities and specialization expertise, often serving as a key talking point in placement interviews.
Refine Interview and Group Discussion Skills- (Semester 4)
Practice regularly for group discussions (GDs) and personal interviews (PIs) through mock sessions organized by the placement cell or peer groups. Focus on current affairs, business acumen, and behavioral questions. Understand common Indian HR practices and expectations.
Tools & Resources
Placement cell workshops, Online GD/PI preparation platforms, Newspaper readings (Economic Times, Business Standard)
Career Connection
Strong GD/PI performance is indispensable for cracking final placements in Indian companies and MNCs, as these are critical screening stages.
Build a Professional Online Presence- (Semester 4 (ongoing from earlier stages))
Create and maintain a professional LinkedIn profile showcasing your skills, projects, certifications, and internship experiences. Actively engage with marketing thought leaders and companies online. Consider building a portfolio website for any digital marketing projects or creative work.
Tools & Resources
LinkedIn, Personal website/blog platforms (WordPress, Behance), Online portfolio builders
Career Connection
A strong online presence enhances your visibility to recruiters, acts as a digital resume, and demonstrates proactive career management, which is highly valued in the modern job market.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree in any discipline from a recognized University with minimum 50% marks (45% for SC/ST candidates), as per IKGPTU norms.
Duration: 2 years (4 semesters)
Credits: 106 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101 | Management Principles and Practices | Core | 4 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Directing and Controlling, Managerial Roles and Ethics, Evolution of Management Thought |
| MBA102 | Organizational Behavior | Core | 4 | Introduction to OB, Individual Behavior (Perception, Motivation, Personality), Group Dynamics and Team Building, Leadership and Power, Organizational Culture and Change Management, Conflict and Stress Management |
| MBA103 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management and Capital Budgeting, Macroeconomic Environment and Business Cycles |
| MBA104 | Accounting for Management | Core | 4 | Introduction to Financial Accounting, Cost Accounting Concepts, Financial Statement Analysis, Budgeting and Budgetary Control, Marginal Costing and Break-Even Analysis, Fund Flow and Cash Flow Statements |
| MBA105 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| MBA106 | Business Communication | Core | 4 | Principles of Effective Communication, Verbal and Non-Verbal Communication, Written Communication (Reports, Emails, Letters), Oral Communication (Presentations, Interviews), Cross-Cultural Communication, Digital Communication Ethics |
| MBA107 | Computer Applications in Management Lab | Lab | 2 | MS Office (Word, Excel, PowerPoint) for Business, Data Analysis using Spreadsheets, Internet and Web Technologies, Business Software Applications, Database Management Basics, E-commerce Fundamentals |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning and Recruitment, Selection and Placement, Training and Development, Performance Management, Compensation and Employee Relations |
| MBA202 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment and Segmentation, Product Life Cycle and Strategies, Pricing Strategies and Decisions, Promotion and Integrated Marketing Communication, Distribution Channels and Logistics |
| MBA203 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting Decisions, Working Capital Management, Capital Structure and Leverage, Dividend Policy Decisions |
| MBA204 | Operations Management | Core | 4 | Introduction to Operations Management, Production Planning and Control, Location and Layout Decisions, Inventory Management, Quality Management and TQM, Supply Chain Management |
| MBA205 | Research Methodology | Core | 4 | Introduction to Research, Research Design and Problem Formulation, Data Collection Methods (Primary & Secondary), Sampling Design, Data Analysis and Interpretation, Report Writing and Ethics in Research |
| MBA206 | Operations Research | Core | 4 | Introduction to Operations Research, Linear Programming (LPP), Transportation and Assignment Problems, Network Analysis (PERT/CPM), Queuing Theory, Decision Theory and Game Theory |
| MBA207 | Legal Aspects of Business | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Companies Act, 2013, Consumer Protection Act, 2019, Intellectual Property Rights |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301 | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Scanning and Analysis, Strategy Formulation (Corporate, Business, Functional), Strategic Choice and Implementation, Strategic Evaluation and Control, Ethics and Social Responsibility in Strategy |
| MBA302 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process and Motivation, Business Idea Generation and Opportunity Analysis, Business Plan Preparation, Sources of Finance for Start-ups, Legal and Regulatory Framework for Entrepreneurship in India |
| MBA303-MK | Consumer Behavior | Marketing Elective-I | 4 | Introduction to Consumer Behavior, Individual Influences on Buying Behavior, Family and Group Influences, Cultural and Sub-cultural Influences, Consumer Decision Making Process, Consumerism and Ethical Issues |
| MBA304-MK | Sales and Distribution Management | Marketing Elective-II | 4 | Introduction to Sales Management, Sales Force Recruitment and Training, Sales Quotas and Performance Evaluation, Channel Design and Selection, Channel Management and Conflict Resolution, Logistics and Supply Chain in Distribution |
| MBA305-MK | Marketing Research | Marketing Elective-III | 4 | Nature and Scope of Marketing Research, Marketing Research Process, Research Design and Data Sources, Sampling Methods in Marketing Research, Data Analysis Techniques, Marketing Research Report Writing |
| MBA306 | Summer Training Project Report | Project | 4 | Problem Identification and Literature Review, Research Design and Methodology, Data Collection and Analysis, Findings and Recommendations, Report Writing and Presentation, Application of Management Concepts |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA401 | International Business | Core | 4 | Introduction to International Business, Theories of International Trade, Foreign Direct Investment, Cultural, Political, and Legal Environment, Global Marketing Strategies, International Financial Management |
| MBA402-MK | Advertising and Brand Management | Marketing Elective-IV | 4 | Introduction to Advertising, Advertising Objectives and Budgeting, Creative Strategy and Media Planning, Brand Definition and Identity, Brand Positioning and Extensions, Brand Equity Measurement and Management |
| MBA403-MK | Services Marketing | Marketing Elective-V | 4 | Nature and Characteristics of Services, The Services Marketing Mix (7Ps), Customer Expectation and Perception of Services, Service Quality and Customer Satisfaction, Managing Service Encounters and Recovery, Services Marketing in Digital Environment |
| MBA404-MK | Retail Management | Marketing Elective-VI | 4 | Introduction to Retailing, Retail Formats and Trends in India, Retail Location and Layout, Merchandise Management, Retail Pricing and Promotion, Retail Customer Service and CRM |
| MBA405 | Dissertation/Project Work | Project | 8 | Advanced Problem Definition and Research Design, In-depth Data Collection and Analytical Tools, Critical Analysis of Findings, Development of Strategic Recommendations, Academic Report Writing and Presentation, Independent Research and Industry Application |
| MBA406 | Comprehensive Viva-Voce | Viva | 4 | Overall Understanding of MBA Curriculum, Knowledge of Core Management Concepts, Specialization Area Expertise (Marketing), Analytical and Problem-Solving Skills, Communication and Presentation Skills, Application of Theoretical Knowledge to Business Scenarios |
