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MBA in Marketing at The University of Burdwan
Purba Bardhaman, West Bengal
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About the Specialization
What is Marketing at The University of Burdwan Purba Bardhaman?
This Marketing program at The University of Burdwan focuses on equipping future managers with comprehensive skills in understanding market dynamics, consumer behavior, and strategic marketing initiatives. It is designed to cater to the evolving needs of the Indian market, emphasizing digital transformation and customer-centric approaches. The program differentiates itself by blending theoretical foundations with practical insights, fostering innovative marketing solutions. The Indian industry consistently demands skilled marketing professionals who can drive growth in diverse sectors.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the dynamic field of marketing, providing a strong foundation for a successful career. It also suits working professionals looking to upskill in digital marketing, brand management, or international marketing to accelerate their career progression. Individuals from various undergraduate backgrounds, including Commerce, Science, and Engineering, who possess an analytical mindset and a passion for understanding consumer needs, will find this program highly beneficial.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Brand Manager, Marketing Analyst, Digital Marketing Specialist, Sales Manager, and Marketing Consultant in leading Indian and multinational companies. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning significantly more. The program prepares students for growth trajectories in e-commerce, FMCG, IT services, and financial sectors, aligning with industry demand for strategic marketers.
Student Success Practices
Foundation Stage
Build Foundational Business Acumen- (Semester 1-2)
Focus rigorously on core subjects like Marketing Management, Financial Management, and Quantitative Techniques. Actively participate in classroom discussions, solve case studies, and join study groups to solidify understanding of fundamental business principles. This stage is crucial for building a strong theoretical base before specialization.
Tools & Resources
Harvard Business Review cases, NPTEL courses on management fundamentals, University library resources, Peer study groups
Career Connection
A strong foundation ensures a holistic understanding of business, making you a versatile candidate for entry-level roles and preparing you to grasp advanced specialization concepts effectively.
Develop Communication & Presentation Skills- (Semester 1-2)
Actively seek opportunities to present in class, participate in debates, and lead group projects. Join student clubs focused on public speaking or debate. Practice articulating complex ideas clearly and concisely. This is vital for future roles in marketing where persuasive communication is key.
Tools & Resources
Toastmasters International clubs (if available), TED Talks for inspiration, Online presentation skill courses, Mock presentation sessions with peers
Career Connection
Effective communication is a top skill sought by employers in all sectors, especially marketing, for client interaction, team collaboration, and campaign pitches.
Start Networking and Industry Exploration- (Semester 1-2)
Attend webinars, guest lectures, and industry events (online or offline) organized by the university or external bodies. Connect with alumni and industry professionals on LinkedIn. Start researching different marketing roles and industries to understand career paths and internship opportunities.
Tools & Resources
LinkedIn, Industry associations (e.g., Marketing Association of India), University career services, Alumni network
Career Connection
Early networking can open doors to internships, mentorship, and provide crucial insights into industry expectations, aiding in focused skill development.
Intermediate Stage
Specialize through Deep Dive Electives and Projects- (Semester 3-4)
Choose Marketing electives strategically and immerse yourself in subjects like Consumer Behaviour, Product & Brand Management, and Digital Marketing. Undertake small projects or case studies related to these specializations, either individually or in teams, to apply theoretical knowledge to real-world scenarios.
Tools & Resources
Coursera/edX courses on specific marketing tools (e.g., Google Analytics, social media platforms), Industry reports, Market research databases
Career Connection
Deep specialization makes you a more attractive candidate for specific marketing roles and allows you to build a portfolio demonstrating expertise in your chosen area.
Undertake a High-Impact Summer Internship- (Summer break after Semester 2 / during Semester 3)
Secure a summer internship in a marketing role that aligns with your specialization interests. Actively contribute to projects, seek feedback, and build a strong professional network within the organization. A good internship provides invaluable practical experience and often leads to pre-placement offers.
Tools & Resources
University placement cell, LinkedIn Jobs, Internshala, Company career pages
Career Connection
Internships are critical for practical exposure, resume building, and converting theoretical knowledge into applicable skills, significantly boosting placement prospects.
Develop Analytical & Digital Marketing Skills- (Semester 3-4)
Focus on subjects like Marketing Research and Digital & Social Media Marketing. Get hands-on with data analysis tools (e.g., Excel, R, Python basics) and digital marketing platforms (e.g., Google Ads, Facebook Business Manager). Obtain relevant certifications to validate your skills.
Tools & Resources
Google Analytics Academy, HubSpot Academy, SEMrush/Ahrefs (free trials), Data analysis workshops
Career Connection
In today''''s data-driven marketing world, strong analytical and digital skills are non-negotiable for roles in marketing analytics, digital campaign management, and market research.
Advanced Stage
Master Strategic Marketing & Dissertation Research- (Semester 3-4)
Engage deeply with subjects like Strategic Marketing and the Dissertation/Project Work. Identify a relevant and complex marketing problem for your dissertation, conduct thorough research, and present innovative solutions. This capstone project showcases your ability to conduct independent research and apply strategic thinking.
Tools & Resources
Research databases (JSTOR, Scopus), Statistical software (SPSS, R), Academic writing guides, Faculty mentorship
Career Connection
A well-executed dissertation demonstrates critical thinking, research acumen, and problem-solving skills, highly valued in strategic roles and consulting.
Prepare for Placements with Mock Interviews & GDs- (Semester 4)
Actively participate in placement preparatory activities organized by the university, including mock interviews, group discussions (GDs), and aptitude tests. Refine your resume, craft compelling cover letters, and practice behavioral interview questions. Tailor your preparation to target companies in the marketing domain.
Tools & Resources
University career services, Online aptitude test platforms (e.g., Indiabix), Mock interview panels with faculty/alumni, Professional resume builders
Career Connection
Thorough preparation for placement processes significantly increases your chances of securing a desirable job offer in a competitive market.
Build an Online Marketing Portfolio & Personal Brand- (Semester 3-4)
Create an online portfolio showcasing your projects, internships, and certifications in marketing (e.g., a LinkedIn profile, a personal website/blog). Actively engage on professional platforms, share insights, and comment on industry trends to build your personal brand as a marketing expert.
Tools & Resources
LinkedIn, Personal website builders (Wix, WordPress.com), Behance (for creative marketing assets), Industry publications for content ideas
Career Connection
A strong online presence and portfolio help recruiters visualize your capabilities and passion for marketing, making you stand out amongst other candidates.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in Arts/Science/Commerce/Engineering/Technology/Medical Science/Law from The University of Burdwan or any other recognized University. Selection based on admission test (CAT/MAT/XAT/JEMAT/other national level admission test) followed by GD & PI.
Duration: 2 years (4 semesters)
Credits: 84 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC 1.1 | Management Process & Organizational Behaviour | Core | 4 | Introduction to Management, Planning & Decision Making, Organizing & Staffing, Motivation & Leadership, Group Dynamics & Team Building, Foundations of OB |
| CC 1.2 | Quantitative Techniques for Management | Core | 4 | Probability & Probability Distributions, Sampling & Estimation, Hypothesis Testing, Correlation & Regression, Linear Programming, Decision Theory |
| CC 1.3 | Managerial Economics | Core | 4 | Nature & Scope of Managerial Economics, Demand & Supply Analysis, Production & Cost Analysis, Market Structure & Pricing Strategies, Macro-Economic Environment, National Income |
| CC 1.4 | Business Environment & Indian Ethos | Core | 4 | Economic Environment, Political & Legal Environment, Socio-Cultural Environment, Technological & Global Environment, Indian Ethos, Values & Ethics in Management |
| CC 1.5 | Accounting for Managers | Core | 4 | Financial Accounting Principles, Preparation of Financial Statements, Financial Statement Analysis, Cost Accounting Concepts, Budgetary Control, Marginal Costing |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC 2.1 | Marketing Management | Core | 4 | Core Marketing Concepts, Marketing Environment, Consumer & Business Markets, Segmentation, Targeting, Positioning, Product, Pricing, Promotion Decisions, Distribution Decisions |
| CC 2.2 | Financial Management | Core | 4 | Financial System, Time Value of Money, Capital Budgeting, Cost of Capital, Capital Structure, Working Capital Management, Dividend Policy |
| CC 2.3 | Human Resource Management | Core | 4 | HR Planning, Job Analysis & Design, Recruitment & Selection, Training & Development, Performance Management, Compensation Management, Industrial Relations |
| CC 2.4 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Design, Measurement & Scaling, Data Analysis (ANOVA, Chi-square), Report Writing |
| CC 2.5 | Operations Management | Core | 4 | Operations Strategy, Facility Location & Layout, Production Planning & Control, Inventory Management, Quality Management, Supply Chain Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC 3.1 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Companies Act, Cyber Law |
| CC 3.2 | Management Information System | Core | 4 | Information Systems Fundamentals, Types of Information Systems, Database Management, Network & Internet Concepts, E-commerce, System Development |
| CC 3.3 | Operations Research & Production Management | Core | 4 | Linear Programming, Queuing Theory, Simulation, PERT/CPM, Forecasting, Maintenance Management |
| EC 3.1 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Process, Psychological Foundations (Motivation, Perception, Learning), Socio-Cultural Influences (Family, Culture, Social Class), Consumer Attitudes, Post-Purchase Behaviour |
| EC 3.2 | Product & Brand Management | Elective (Marketing) | 4 | Product Life Cycle, Product Development, Product Line & Mix, Branding Strategies, Brand Equity, Packaging & Labelling, Brand Revitalization |
| EC 3.3 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Research Design, Data Collection (Primary & Secondary), Questionnaire Design, Sampling, Data Analysis (factor, cluster), Ethical Issues in MR |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC 4.1 | Dissertation / Project Work (Viva-Voce) | Core (Project) | 4 | Research Problem Formulation, Literature Review, Methodology Design, Data Collection & Analysis, Report Writing, Presentation Skills |
| EC 4.1 | Advertising & Promotion Management | Elective (Marketing) | 4 | Integrated Marketing Communications, Advertising Objectives, Media Planning, Creative Strategy, Sales Promotion, Public Relations, Digital Promotion |
| EC 4.2 | International Marketing | Elective (Marketing) | 4 | International Marketing Environment, Entry Strategies, Product & Pricing for International Markets, International Promotion, Global Distribution, Export-Import Procedures |
| EC 4.3 | Digital & Social Media Marketing | Elective (Marketing) | 4 | Digital Marketing Ecosystem, SEO, SEM, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Analytics |
| OE 4.1 | Open Elective (Any other specialization/interdisciplinary course) | Open Elective | 4 |
