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MBA in Marketing at UNIVERSAL INSTITUTE OF MANAGEMENT & TECHNOLOGY
Mohali, Punjab
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About the Specialization
What is Marketing at UNIVERSAL INSTITUTE OF MANAGEMENT & TECHNOLOGY Mohali?
This Marketing program at Universal Institute of Management & Technology focuses on equipping students with essential skills to thrive in dynamic Indian markets. It integrates core marketing principles with contemporary digital strategies, preparing professionals for high-demand roles in branding, sales, and digital campaigns. The program emphasizes practical application relevant to India''''s diverse consumer landscape and rapidly evolving industry.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into the marketing field, particularly those passionate about consumer insights and market dynamics. It also benefits working professionals looking to upskill in areas like digital marketing or brand management, and career changers aiming to transition into the fast-paced Indian marketing industry, leveraging their existing foundational knowledge.
Why Choose This Course?
Graduates of this program can expect promising career paths as Brand Managers, Digital Marketing Specialists, Sales Managers, or Marketing Consultants within Indian companies and MNCs. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning INR 10-25+ LPA. The program aligns with industry needs, fostering growth trajectories in sectors like FMCG, E-commerce, and services.
Student Success Practices
Foundation Stage
Build Foundational Business Acumen- (Semester 1-2)
Focus on understanding core business concepts from all functional areas (Finance, HR, Operations, Marketing) in Semesters 1 and 2. Actively participate in class discussions and seek clarity on interdependencies. Regularly read business newspapers like The Economic Times or Business Standard to connect theoretical knowledge with current Indian business scenarios.
Tools & Resources
NPTEL courses on management fundamentals, Harvard Business Review articles, moneycontrol.com
Career Connection
A strong foundation across all business functions is crucial for holistic decision-making and provides a competitive edge in interviews for entry-level managerial roles.
Develop Strong Communication & Presentation Skills- (Semester 1-2)
Leverage the Business Communication and Personality Development labs to master effective verbal and non-verbal communication. Practice public speaking, group discussions, and business presentations rigorously. Form study groups to simulate GDs and interview scenarios, focusing on clear articulation and persuasive arguments.
Tools & Resources
Toastmasters International clubs (if available locally), online courses on presentation design, TED Talks
Career Connection
Excellent communication skills are paramount for any management role, especially in client-facing or team leadership positions, significantly impacting job interviews and career progression.
Master Data Analysis for Business- (Semester 1-2)
Pay close attention to Business Statistics, Research Methodology, and Computer Applications in Management. Gain proficiency in using tools like MS Excel for data manipulation, analysis, and visualization. Explore basic statistical software for interpreting business data and making informed decisions.
Tools & Resources
Excel functions for data analysis, basic SQL tutorials, Kaggle, IKGPTU-prescribed textbooks
Career Connection
Data-driven decision-making is a core requirement in modern management. Proficiency in data analysis tools enhances problem-solving abilities and is highly valued by recruiters for roles in analytics and business intelligence.
Intermediate Stage
Deep Dive into Marketing Specialization- (Semester 3)
For Marketing specialization subjects in Semester 3 (Consumer Behaviour, Advertising, Sales & Distribution, Services Marketing), go beyond classroom learning. Read industry reports, case studies of Indian and global brands, and follow marketing blogs. Attempt to apply concepts to real-world campaigns you observe in India. Seek out guest lectures and workshops by marketing professionals.
Tools & Resources
Marketing Week, Brand Equity (The Economic Times), adageindia.in, exchange4media.com
Career Connection
A deep understanding of specialized marketing domains will set you apart in interviews for specific marketing roles and allow you to contribute meaningfully from day one.
Network with Industry Professionals- (Semester 3)
Actively participate in industry events, webinars, and conferences related to marketing in India. Connect with alumni and professionals on platforms like LinkedIn. Seek informational interviews to understand career paths and gain insights into current industry trends. Building a strong professional network is vital for internships and future job opportunities.
Tools & Resources
LinkedIn, industry associations (e.g., IMA India), university alumni network, local business chambers
Career Connection
Networking often leads to unadvertised job opportunities, mentorship, and invaluable career guidance, significantly boosting your placement prospects.
Pursue Relevant Certifications & Projects- (Semester 3)
Complement your coursework with online certifications in areas like Google Ads, Google Analytics, HubSpot Inbound Marketing, or specific CRM tools. Work on small marketing projects, either personal or with local businesses, to build a portfolio. These practical experiences are highly valued by recruiters in the Indian market.
Tools & Resources
Google Skillshop, HubSpot Academy, Coursera/edX, local NGOs or small businesses for live projects
Career Connection
Certifications validate practical skills, while projects demonstrate application of knowledge, making your resume more attractive for marketing roles, especially in the digital space.
Advanced Stage
Excel in Dissertation/Research Project- (Semester 4)
Dedicate significant effort to your research project/dissertation. Choose a topic within Marketing that genuinely interests you and has relevance to current industry challenges in India. Conduct thorough research, utilize appropriate methodologies, and develop robust analytical skills. A well-executed dissertation showcases your analytical and research capabilities.
Tools & Resources
Academic databases (JSTOR, EBSCO), statistical software (SPSS, R, Python basics), university library resources, faculty mentorship
Career Connection
A strong research project can be a major talking point in interviews, demonstrating your ability to conduct independent work, solve complex problems, and contribute original insights.
Master Placement Preparation for Marketing Roles- (Semester 4)
Begin intensive placement preparation early in Semester 4. Practice aptitude tests, mock interviews (both HR and technical/marketing-specific rounds), and group discussions. Tailor your resume and cover letter to specific marketing job descriptions, highlighting relevant projects, internships, and skills. Understand current salary trends and job market expectations in India.
Tools & Resources
Placement cell resources, online aptitude platforms (e.g., Indiabix), mock interview platforms, naukri.com, linkedin.com/jobs
Career Connection
Thoroug h preparation significantly increases your chances of securing desired marketing roles with good compensation, leading to a smooth transition into the professional world.
Develop Leadership & Strategic Thinking- (Semester 4)
Engage in student clubs, lead initiatives, or organize events to cultivate leadership skills. In courses like Strategic Management and Corporate Governance, focus on understanding the bigger picture and long-term implications of business decisions. Participate in business strategy competitions or case study analyses to hone your strategic thinking in a competitive environment.
Tools & Resources
Case study analysis frameworks, business simulations, student council activities, inter-college management competitions
Career Connection
Leadership and strategic thinking are crucial for ascending to higher management positions. Demonstrating these qualities will make you a more attractive candidate for leadership track roles.
Program Structure and Curriculum
Eligibility:
- Graduation (Minimum 50%) or Equivalent to valid CAT / MAT / CMAT / XAT / GMAT Score.
Duration: 2 years (4 semesters)
Credits: 92 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101-18 | Management Process & Organizational Behavior | Core | 3 | Management Concepts and Functions, Organizational Behavior Fundamentals, Individual and Group Behavior, Leadership and Motivation, Conflict Management and Change |
| MBA103-18 | Managerial Economics | Core | 3 | Demand and Supply Analysis, Production and Cost Theory, Market Structures and Pricing, National Income and Business Cycles, Monetary and Fiscal Policies |
| MBA105-18 | Accounting for Managers | Core | 3 | Financial Accounting Principles, Preparation of Financial Statements, Cost Concepts and Classifications, Budgeting and Variance Analysis, Capital Budgeting Decisions |
| MBA107-18 | Business Environment | Core | 3 | Economic Environment and Policies, Political and Legal Framework, Socio-cultural and Technological Factors, Global Business Environment, Demographic and Natural Environment |
| MBA109-18 | Business Statistics | Core | 3 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Distributions, Sampling and Estimation, Hypothesis Testing, Correlation, and Regression |
| MBA111-18 | Marketing Management | Core | 3 | Marketing Concepts and Philosophies, Marketing Mix (4Ps), Consumer Behavior and Market Segmentation, Product and Pricing Decisions, Promotion and Place Decisions |
| MBA113-18 | Computer Applications in Management (Lab) | Lab | 2 | MS Office Suite for Business, Internet and E-commerce Fundamentals, Data Analysis with Spreadsheets, Business Presentation Tools, Basic Business Software Applications |
| MBA115-18 | Business Communication (Lab) | Lab | 2 | Verbal and Non-verbal Communication, Business Correspondence and Report Writing, Presentation Skills, Group Discussion Techniques, Interview Preparation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201-18 | Human Resource Management | Core | 3 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management and Compensation, Employee Relations and Industrial Disputes |
| MBA203-18 | Financial Management | Core | 3 | Financial Goals and Investment Decisions, Capital Budgeting Techniques, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions |
| MBA205-18 | Production & Operations Management | Core | 3 | Operations Strategy and Productivity, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management and Supply Chain |
| MBA207-18 | Research Methodology | Core | 3 | Research Design and Problem Formulation, Data Collection Methods (Primary & Secondary), Sampling Techniques, Measurement and Scaling, Data Analysis and Report Writing |
| MBA209-18 | Legal Aspects of Business | Core | 3 | Indian Contract Act, Sale of Goods Act and Negotiable Instruments, Consumer Protection Act, Companies Act Fundamentals, Competition Law and Cyber Law |
| MBA211-18 | Operations Research | Core | 3 | Linear Programming and Graphical Method, Transportation and Assignment Problems, Network Analysis (PERT/CPM), Queuing Theory, Decision Theory and Game Theory |
| MBA213-18 | Personality Development & Business Presentation (Lab) | Lab | 2 | Self-Awareness and Attitude Building, Effective Public Speaking, Team Building and Interpersonal Skills, Time Management and Stress Management, Professional Etiquette and Grooming |
| MBA215-18 | ERP (Lab) | Lab | 2 | ERP Concepts and Architecture, Modules of ERP (Finance, HR, SCM), ERP Implementation Challenges, Introduction to SAP/Oracle Basics, Business Process Integration |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301-18 | Strategic Management | Core | 3 | Strategic Planning Process, Environmental Analysis and Industry Structure, Competitive Advantage and Core Competencies, Corporate and Business Level Strategies, Strategy Implementation and Control |
| MBA303-18 | Entrepreneurship Development | Core | 3 | Entrepreneurial Mindset and Motivation, Business Idea Generation and Opportunity Analysis, Business Plan Development, Sources of Funding for Startups, Legal and Regulatory Framework for New Ventures |
| MBA305-18 | International Business | Core | 3 | Globalization and International Trade Theories, Foreign Exchange Markets and Risk Management, International Financial Markets, Global Marketing Strategies, Cross-Cultural Management |
| MBA307-18 | Summer Training Viva-Voce | Project | 2 | Practical Application of Management Concepts, Industry Exposure and Organisational Study, Project Report Preparation, Presentation and Viva-Voce |
| MBA311MT-18 | Consumer Behaviour | Elective (Marketing Specialization) | 3 | Consumer Decision Making Process, Internal and External Influences on Behavior, Consumer Learning and Perception, Motivation, Personality, and Attitudes, Indian Consumer Insights and Segmentation |
| MBA313MT-18 | Advertising Management | Elective (Marketing Specialization) | 3 | Advertising Planning and Strategy, Creative Strategy and Message Development, Media Planning and Scheduling, Advertising Appeals and Execution, Measuring Advertising Effectiveness |
| MBA315MT-18 | Sales and Distribution Management | Elective (Marketing Specialization) | 3 | Sales Force Management, Personal Selling Process, Sales Planning and Forecasting, Channel Management and Design, Logistics and Supply Chain Integration |
| MBA317MT-18 | Services Marketing | Elective (Marketing Specialization) | 3 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Internal Marketing and Customer Relationship Management |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA401-18 | Corporate Governance & Social Responsibility | Core | 3 | Principles of Corporate Governance, Role of Board of Directors and Stakeholders, Ethics in Business and Decision Making, Corporate Social Responsibility Concepts, Sustainability and Reporting Standards |
| MBA403-18 | Project Management | Core | 3 | Project Life Cycle and Initiation, Project Planning and Scheduling (PERT/CPM), Resource Allocation and Cost Management, Project Risk Management, Project Monitoring, Control, and Closure |
| MBA405-18 | Research Project/Dissertation & Viva-Voce | Project | 10 | Identification of Research Problem, Literature Review and Research Design, Data Collection, Analysis, and Interpretation, Dissertation Writing and Formatting, Presentation and Defense of Findings |
| MBA411MT-18 | Digital and Social Media Marketing | Elective (Marketing Specialization) | 3 | Digital Marketing Landscape, Search Engine Optimization (SEO) and SEM, Social Media Marketing Strategies, Content Marketing and Email Marketing, Mobile Marketing and Web Analytics |
| MBA413MT-18 | Brand Management | Elective (Marketing Specialization) | 3 | Brand Identity and Brand Equity, Brand Positioning and Differentiation, Brand Communication Strategies, Brand Extension and Revitalization, Measuring Brand Performance and Value |
| MBA415MT-18 | Retail Management | Elective (Marketing Specialization) | 3 | Retail Formats and Trends, Store Location and Layout, Merchandising and Category Management, Retail Pricing and Promotion, Customer Service and Omni-channel Retailing |
| MBA417MT-18 | International Marketing | Elective (Marketing Specialization) | 3 | Global Marketing Environment Analysis, International Market Entry Strategies, Product and Pricing Decisions for Global Markets, International Distribution Channels, Global Communication and Promotion Strategies |
