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MASTER-OF-BUSINESS-ADMINISTRATION in Marketing at Tecnia Institute of Advanced Studies
Delhi, Delhi
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About the Specialization
What is Marketing at Tecnia Institute of Advanced Studies Delhi?
This Marketing specialization program at Tecnia Institute of Advanced Studies focuses on equipping students with advanced knowledge and skills crucial for excelling in the dynamic marketing landscape. Given India''''s vast consumer market and evolving digital ecosystem, the program delves into traditional and contemporary marketing strategies, consumer behavior, brand management, and digital marketing. It is designed to create agile marketing professionals capable of driving growth in diverse Indian industries.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing roles within India''''s burgeoning consumer goods, retail, or tech sectors. It also caters to working professionals with foundational business experience looking to specialize, enhance their marketing acumen, or transition into strategic marketing leadership positions. Individuals with a strong analytical bent and creative thinking are particularly well-suited.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including Brand Manager, Digital Marketing Specialist, Sales Manager, Market Research Analyst, and Retail Manager. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience. The program aligns with industry demands, preparing students for roles in Indian MNCs, startups, and e-commerce giants, and complementing certifications in areas like Google Ads or HubSpot.
Student Success Practices
Foundation Stage
Master Core Management Concepts- (Semester 1-2)
Dedicate significant effort to understanding fundamental management principles, economics, and quantitative techniques covered in semesters 1-2. These form the bedrock for advanced marketing strategies. Focus on case study analysis to grasp real-world applications.
Tools & Resources
Harvard Business Review (HBR) case studies, NPTEL lectures on foundational subjects, Financial Times for business news
Career Connection
A strong grasp of fundamentals is critical for analytical and strategic thinking, which are highly valued in marketing roles, especially for business analytics and strategic planning positions.
Build Communication and Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and debates. Seek feedback on communication style. Join college clubs focused on public speaking or content creation to hone persuasive communication, a non-negotiable skill for marketing professionals.
Tools & Resources
Toastmasters International (local chapters), Coursera/edX courses on public speaking, Grammarly for written communication
Career Connection
Effective communication is paramount for pitching marketing campaigns, negotiating with clients, and leading teams, directly impacting success in sales and brand management roles.
Engage in Foundational Marketing Research- (Semester 1-2)
Utilize classroom projects to conduct small-scale market research. Interview local businesses or consumer groups to understand their needs and marketing challenges. This practical exposure builds a realistic perspective of the Indian market.
Tools & Resources
Google Forms for surveys, Basic Excel for data analysis, Local market visits and informal interviews
Career Connection
Developing early research skills is crucial for roles in market research, consumer insights, and business development, helping you understand the ''''why'''' behind consumer choices in India.
Intermediate Stage
Undertake Marketing-focused Internships/Projects- (Between Semester 2 and 3, and Semester 3-4)
Actively seek out summer internships or live projects with companies, especially those in the marketing domain. Focus on roles that allow application of theoretical knowledge in consumer behavior, digital marketing, or brand management. Prioritize Indian startups or MSMEs for diverse exposure.
Tools & Resources
LinkedIn Jobs, Internshala, College placement cell notices, Networking events
Career Connection
Internships provide invaluable industry exposure, build a professional network, and often lead to pre-placement offers, significantly boosting employability in the competitive Indian job market.
Specialize in Digital Marketing Certifications- (Semester 3-4)
Beyond the curriculum, pursue industry-recognized certifications in digital marketing. Given India''''s digital penetration, skills in SEO, SEM, social media marketing, and content strategy are highly sought after. Apply these skills to personal projects or college initiatives.
Tools & Resources
Google Digital Garage, HubSpot Academy, Meta Blueprint, Semrush Academy
Career Connection
These certifications are highly marketable in India, opening doors to roles like Digital Marketing Manager, SEO Specialist, Social Media Strategist, which are in high demand across all industries.
Participate in National Marketing Competitions- (Semester 3-4)
Form teams and participate in inter-college or national-level marketing case study competitions, ad-making contests, or brand strategy challenges. This fosters critical thinking, teamwork, and provides exposure to industry challenges and creative problem-solving.
Tools & Resources
Dare2Compete, Industry body competitions (e.g., AIMA, Brand Equity), Marketing clubs within the institute
Career Connection
Success in such competitions enhances your resume, showcases practical skills, and can attract attention from top recruiters seeking innovative and competitive marketing talent.
Advanced Stage
Develop a Comprehensive Marketing Portfolio- (Semester 4)
Compile all marketing-related projects, internships, case studies, and certifications into a professional portfolio. This could be an online website or a structured PDF showcasing your skills and achievements to potential employers. Include specific metrics and results.
Tools & Resources
Behance, LinkedIn profile as a portfolio, Personal website builders (e.g., WordPress, Wix)
Career Connection
A strong portfolio is crucial for demonstrating practical marketing capabilities, particularly for creative and digital roles, and significantly aids in placement interviews for Indian companies.
Network with Industry Professionals and Alumni- (Semester 3-4)
Actively connect with marketing leaders, recruiters, and alumni through LinkedIn, industry events, and college alumni meets. Seek mentorship, informational interviews, and insights into current industry trends and job market expectations in India.
Tools & Resources
LinkedIn, Alumni association events, Industry conferences (e.g., IAMAI events)
Career Connection
Networking often leads to job referrals, hidden opportunities, and a better understanding of career trajectories, which is vital for securing desirable placements and future career growth.
Refine Interview and Negotiation Skills- (Semester 4)
Practice mock interviews, especially for marketing-specific roles, focusing on behavioral questions, case interviews, and salary negotiation. Understand common interview structures in Indian companies and prepare tailored responses demonstrating your specialization knowledge.
Tools & Resources
College placement cell workshops, Online interview preparation platforms, Mock interview sessions with faculty/alumni
Career Connection
Excellent interview and negotiation skills are paramount for converting placement opportunities and securing competitive salary packages upon graduation, setting you up for a strong start in your marketing career.
Program Structure and Curriculum
Eligibility:
- Pass in Bachelor’s Degree of a University established or incorporated by Section 22 of UGC Act, 1956 or possess an equivalent qualification with at least 50% marks in aggregate; or Bachelor’s Degree in Engineering / Technology or any other subject with at least 50% marks; or have passed the Final Examination of the Institute of Chartered Accountants of India or England, or the Institute of Cost and Works Accountants of India or England or the Institute of Company Secretaries of India.
Duration: 2 years (4 semesters)
Credits: 100 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 101 | Management Process and Organizational Behavior | Core | 3 | Introduction to Management, Planning & Decision Making, Organizing & Controlling, Introduction to Organizational Behavior, Personality & Motivation, Group Dynamics & Leadership |
| MBA 103 | Managerial Economics | Core | 3 | Nature & Scope of Managerial Economics, Demand & Supply Analysis, Production & Cost Analysis, Market Structures, Pricing Strategies, Macro-Economic Analysis |
| MBA 105 | Accounting for Management | Core | 3 | Financial Accounting Fundamentals, Accounting Cycle & Financial Statements, Cost Accounting, Marginal Costing & Budgetary Control, Capital Budgeting, Working Capital Management |
| MBA 107 | Business Environment | Core | 3 | Nature & Scope of Business Environment, Economic & Political Environment, Socio-Cultural & Technological Environment, International Business Environment, Corporate Social Responsibility, Business Ethics |
| MBA 109 | Business Statistics | Core | 3 | Introduction to Statistics, Measures of Central Tendency & Dispersion, Probability & Probability Distributions, Sampling & Estimation, Hypothesis Testing, Correlation & Regression |
| MBA 111 | Business Communication | Core | 3 | Basics of Communication, Verbal & Non-Verbal Communication, Written Communication (Letters, Reports), Oral Communication (Presentations, Meetings), Group Discussions & Interviews, Effective Listening |
| MBA 113 | Information Technology for Management | Core | 3 | IT Fundamentals & Hardware/Software, Database Management Systems, Networking & Internet, E-Commerce & Digital Business, Information Systems & DSS, IT Security & Cyber Laws |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 102 | Human Resource Management | Core | 3 | Introduction to HRM & HR Planning, Job Analysis & Design, Recruitment & Selection, Training & Development, Performance Management, Compensation Management & Industrial Relations |
| MBA 104 | Marketing Management | Core | 3 | Introduction to Marketing, Marketing Environment & Ethics, Consumer & Business Markets, Segmentation, Targeting, Positioning, Product Decisions & Pricing Strategies, Promotion & Place Decisions (Marketing Mix) |
| MBA 106 | Financial Management | Core | 3 | Introduction to Financial Management, Time Value of Money, Capital Budgeting Decisions, Capital Structure & Cost of Capital, Working Capital Management, Dividend Policy & Sources of Finance |
| MBA 108 | Operations Management | Core | 3 | Introduction to Operations Management, Product & Service Design, Process Design & Layout, Capacity Planning & Location Decisions, Inventory Management, Supply Chain & Quality Management |
| MBA 110 | Operations Research | Core | 3 | Introduction to Operations Research, Linear Programming, Transportation & Assignment Problems, Network Analysis (PERT/CPM), Decision Theory & Game Theory, Simulation |
| MBA 112 | Research Methodology | Core | 3 | Research Process & Research Design, Sampling Design & Data Collection Methods, Measurement & Scaling Techniques, Data Analysis (ANOVA, Factor Analysis), Hypothesis Testing, Report Writing & Presentation |
| MBA 114 | Business Law | Core | 3 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Companies Act, Consumer Protection Act, Intellectual Property Rights & Cyber Laws |
| MBA 116 | Summer Internship | Project | 6 | Practical application of management concepts, Industry exposure & Problem-solving, Data collection & analysis, Report writing, Presentation skills, Professional networking |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 201 | Strategic Management | Core | 3 | Introduction to Strategic Management, Strategic Analysis & Formulation, Strategy Implementation & Control, Corporate Governance, Ethics in Strategy, Global Strategic Management |
| MBA 203 | International Business Management | Core | 3 | Nature of International Business, Theories of International Trade & Investment, International Organizations (WTO, IMF), Foreign Exchange Markets, Global Marketing Strategies, International Human Resource Management |
| MBA 205 | Project Management | Core | 3 | Project Life Cycle & Selection, Project Planning & Scheduling (Gantt, PERT/CPM), Project Budgeting & Cost Control, Project Risk Management, Project Team Management, Project Monitoring & Termination |
| MBA 207 (MKT) | Consumer Behavior | Elective (Marketing) | 3 | Introduction to Consumer Behavior, Consumer Decision Making Process, Individual Influences (Perception, Motivation, Learning), Attitudes & Personality, Group Influences (Family, Culture, Social Class), Consumer Research & Insights |
| MBA 209 (MKT) | Advertising & Sales Management | Elective (Marketing) | 3 | Introduction to Advertising & Promotion, Advertising Objectives & Budgeting, Media Planning & Selection, Advertising Effectiveness, Sales Management Fundamentals, Sales Force Management & Personal Selling |
| MBA 211 (MKT) | Services Marketing | Elective (Marketing) | 3 | Nature & Characteristics of Services, Extended Services Marketing Mix (7 Ps), Service Quality & Customer Satisfaction, Service Design & Delivery, Managing Service Encounters, Relationship Marketing in Services |
| MBA 213 (MKT) | Rural Marketing | Elective (Marketing) | 3 | Rural India Environment & Demographics, Rural Consumer Behavior, Rural Market Segmentation, Product & Pricing Strategies for Rural Markets, Distribution Channels in Rural Areas, Promotion Strategies & Social Marketing |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 202 | Entrepreneurship Development | Core | 3 | Concept of Entrepreneurship & Innovation, Entrepreneurial Motivation & Competencies, Business Idea Generation & Feasibility Analysis, Business Plan Formulation, Funding for New Ventures (Venture Capital, Angel Investors), Legal & Regulatory Framework for Startups |
| MBA 204 | Business Ethics & Corporate Social Responsibility | Core | 3 | Introduction to Business Ethics & Theories, Ethical Dilemmas in Business, Corporate Governance & Stakeholder Management, Introduction to Corporate Social Responsibility (CSR), CSR Models & Practices in India, Environmental Ethics & Sustainability |
| MBA 206 | Project Report | Project | 6 | Research Problem Identification, Extensive Literature Review, Methodology Design (Data Collection, Analysis), Findings, Analysis & Interpretation, Conclusion & Recommendations, Report Writing & Viva-Voce |
| MBA 208 (MKT) | Retail Management | Elective (Marketing) | 3 | Introduction to Retailing & Formats, Retail Location & Store Design, Merchandise Management, Retail Pricing Strategies, Retail Promotion & Communication, Customer Relationship Management in Retailing |
| MBA 210 (MKT) | Industrial Marketing | Elective (Marketing) | 3 | Nature of Industrial Markets (B2B), Organizational Buying Behavior, Segmentation of Industrial Markets, Product & Service Strategy in B2B, Pricing & Distribution Channels in Industrial Marketing, Promotion & Relationship Marketing in B2B |
| MBA 212 (MKT) | Brand Management | Elective (Marketing) | 3 | Introduction to Brands & Branding, Brand Equity & Brand Value, Brand Identity & Positioning, Brand Naming & Brand Extensions, Brand Revitalization & Repositioning, Measuring Brand Performance & Global Branding |
| MBA 214 (MKT) | Digital and Social Media Marketing | Elective (Marketing) | 3 | Introduction to Digital Marketing, Search Engine Optimization (SEO) & Marketing (SEM), Social Media Marketing & Strategy, Content Marketing, Email & Mobile Marketing, Digital Analytics & E-commerce Marketing |
