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MBA in Marketing at University of Lucknow
Lucknow, Uttar Pradesh
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About the Specialization
What is Marketing at University of Lucknow Lucknow?
This Marketing program at the University of Lucknow focuses on equipping students with advanced knowledge and practical skills required for dynamic roles in the marketing domain. It delves into consumer behavior, market research, brand management, digital marketing, and sales strategies, reflecting the evolving Indian consumer landscape. The curriculum is designed to foster analytical thinking and strategic decision-making crucial for navigating competitive markets in India.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into the marketing field within fast-growing Indian industries. It also caters to working professionals aiming to upskill in modern marketing techniques or transition into specialized marketing roles. Individuals with a keen interest in consumer psychology, brand building, and market analysis, and those aspiring for leadership positions in sales and marketing, will find this program highly beneficial.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including brand manager, marketing analyst, sales manager, digital marketing specialist, and market research executive. Entry-level salaries typically range from INR 4-7 lakhs annually, with significant growth potential up to INR 15-25 lakhs or more for experienced professionals in leading Indian and multinational companies. The program prepares students for certifications in digital marketing and analytics, enhancing their professional value.
Student Success Practices
Foundation Stage
Develop Strong Analytical and Communication Skills- (Semester 1-2)
Actively participate in class discussions, case study analyses, and presentations to hone critical thinking and verbal communication. Utilize university workshops for public speaking and presentation skills. Focus on understanding data interpretation from subjects like Quantitative Methods and Research Methods.
Tools & Resources
University library resources, Presentation software (PowerPoint, Google Slides), Academic writing guides
Career Connection
Strong analytical and communication skills are fundamental for any management role, especially in marketing, aiding in impactful presentations and data-driven decision-making during placements.
Build Foundational Business Acumen- (Semester 1-2)
Engage deeply with core subjects like Managerial Economics, Accounting for Managers, and Financial Management to understand the broader business landscape. Read business newspapers (e.g., Economic Times, Business Standard) and magazines regularly to stay updated on Indian economic trends and corporate news.
Tools & Resources
The Economic Times, Business Standard, Harvard Business Review (HBR) articles, Business case studies
Career Connection
A solid understanding of business fundamentals is essential for marketers to align strategies with financial objectives and organizational goals, crucial for interviews and future roles.
Master Core Software Applications- (Semester 1-2)
Beyond basic computer applications, proactively learn and practice advanced features of MS Excel for data analysis and presentation tools. Explore basic functionalities of business intelligence tools or statistical software introduced in subjects like Computer Applications and MIS.
Tools & Resources
Microsoft Excel, Tally (basic accounting), Online tutorials for advanced Excel functions, LinkedIn Learning courses for office suites
Career Connection
Proficiency in commonly used business software is a basic expectation in Indian corporate roles and directly translates to efficiency and effectiveness in marketing operations.
Intermediate Stage
Gain Practical Marketing Exposure through Internships and Projects- (Semester 3)
Actively seek and complete a summer internship in a marketing-related role, focusing on gaining hands-on experience in areas like market research, digital marketing campaigns, or sales support. Participate in live projects offered by faculty or through industry collaborations to apply theoretical knowledge.
Tools & Resources
University placement cell, LinkedIn, Internshala, Company websites, Faculty mentors
Career Connection
Practical exposure is highly valued by Indian recruiters, providing a competitive edge and preparing students for real-world marketing challenges, enhancing placement prospects.
Specialize in Key Marketing Verticals- (Semester 3)
Deep dive into elective subjects like Consumer Behavior, Sales & Distribution Management, and Marketing Research. Conduct independent research or mini-projects related to these areas, focusing on Indian market specificities. Join relevant marketing clubs or student groups to foster discussions and learning.
Tools & Resources
Academic journals, Market research reports (e.g., Nielsen, IMRB), Industry association websites, Marketing books
Career Connection
Developing specialized knowledge in high-demand marketing areas makes graduates more appealing to companies seeking specific skill sets, leading to better-fit roles.
Network with Industry Professionals- (Semester 3)
Attend industry seminars, workshops, and guest lectures organized by the university or local business associations. Connect with speakers, alumni, and professionals on platforms like LinkedIn to build a professional network. Participate in networking events to understand current industry trends.
Tools & Resources
LinkedIn, Industry events calendars, Alumni association network, Professional bodies like IAA (Indian Advertising Association)
Career Connection
Networking opens doors to mentorship, informational interviews, and potential job opportunities, significantly enhancing career prospects in the competitive Indian job market.
Advanced Stage
Develop a Robust Professional Portfolio & Digital Presence- (Semester 4)
Compile all projects, internship experiences, certifications, and academic achievements into a professional portfolio. Create and maintain a strong LinkedIn profile, showcasing specialized skills in digital marketing, brand management, or retail as learned in electives. Publish articles or blog posts related to marketing insights.
Tools & Resources
LinkedIn, Personal website/blog platforms (e.g., WordPress), Portfolio creation tools
Career Connection
A well-curated portfolio and strong digital presence are crucial for demonstrating capabilities to potential employers during campus placements and off-campus hiring drives in India.
Excel in Placement Preparation & Interview Skills- (Semester 4)
Actively participate in mock interview sessions, group discussions, and aptitude test preparations organized by the placement cell. Work on improving soft skills, problem-solving abilities, and general awareness of current affairs and marketing trends in India. Focus on tailoring resumes and cover letters for specific job roles.
Tools & Resources
University placement cell, Online aptitude test platforms, Interview preparation books, Current affairs magazines
Career Connection
Dedicated preparation significantly increases the chances of securing desirable placements in top companies by effectively showcasing skills and personality during the rigorous selection process.
Undertake a Comprehensive Research Project (Dissertation)- (Semester 4)
Choose a research topic in marketing that aligns with career aspirations or current industry challenges, working closely with a faculty mentor. Conduct in-depth primary and secondary research, analyze findings, and present a well-structured project report. This demonstrates independent research and problem-solving abilities.
Tools & Resources
Academic databases (JSTOR, EBSCO), Statistical software (SPSS, R), Survey tools (Google Forms, SurveyMonkey), Faculty mentors
Career Connection
A high-quality project report can be a significant talking point in interviews, demonstrating analytical rigor, application of knowledge, and a commitment to understanding complex marketing issues, differentiating candidates.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree with 50% marks (45% for SC/ST) or equivalent from a recognized university, as per University rules and CUET PG entrance criteria.
Duration: 2 years / 4 semesters
Credits: 138 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 101 | Management Process & Organizational Behavior | Core | 5 | Management Concepts and Functions, Organizational Behavior Fundamentals, Personality, Perception, Learning, Motivation and Leadership Theories, Group Dynamics and Conflict Management |
| MBA 102 | Managerial Economics | Core | 5 | Nature and Scope of Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management and Capital Budgeting |
| MBA 103 | Accounting for Managers | Core | 5 | Accounting Concepts and Principles, Financial Accounting and Reporting, Cost Accounting Techniques, Management Accounting Tools, Financial Statement Analysis, Funds Flow, Cash Flow |
| MBA 104 | Quantitative Methods for Management | Core | 5 | Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Time Series and Index Numbers, Linear Programming and Operations Research Techniques |
| MBA 105 | Business Environment | Core | 5 | Economic Environment and Policies, Socio-Cultural and Political-Legal Environment, Technological and Global Environment, Liberalization, Privatization, Globalization (LPG), Business Ethics and Corporate Social Responsibility |
| MBA 106 | Computer Applications in Management (Practical) | Core | 5 | MS Office Suite (Word, Excel, PowerPoint), Database Management Concepts, Internet and E-commerce Basics, Introduction to Tally ERP, Basic Statistical Software Usage |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 201 | Organizational Structure, Design & Change | Core | 5 | Organizational Structure and Design, Departmentation and Centralization, Organizational Development Interventions, Managing Organizational Change, Organizational Culture and Learning |
| MBA 202 | Financial Management | Core | 5 | Financial Goals and Capital Structure, Cost of Capital and Leverages, Working Capital Management, Dividend Policy Decisions, Capital Budgeting Techniques |
| MBA 203 | Marketing Management | Core | 5 | Marketing Concepts and Environment, Consumer Behavior and Market Segmentation, Product and Pricing Decisions, Promotion and Place Decisions, Services Marketing and Digital Marketing |
| MBA 204 | Human Resource Management | Core | 5 | HRM Concepts and Planning, Recruitment, Selection and Placement, Training, Development and Performance Management, Compensation Management and Industrial Relations, Grievance Handling and Discipline |
| MBA 205 | Business Research Methods | Core | 5 | Research Process and Design, Sampling Techniques and Data Collection Methods, Questionnaire Design and Scaling Techniques, Data Analysis and Hypothesis Testing, Report Writing and Presentation |
| MBA 206 | Management Information System (Practical) | Core | 5 | MIS Concepts and Architecture, Database Management Systems, Decision Support Systems (DSS), Enterprise Resource Planning (ERP), E-business and IT Infrastructure |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 301 | Business Policy & Strategic Management | Core | 5 | Strategy Formulation and Implementation, Strategic Analysis and SWOT, Corporate and Business Level Strategies, Strategic Control and Evaluation, Ethics and Social Responsibility in Strategy |
| MBA 302 | Production & Operations Management | Core | 5 | Operations Strategy and Forecasting, Facility Location and Layout, Production Planning and Control, Inventory Management and Quality Control, Project Management and Supply Chain Management |
| MBA 303 | Entrepreneurship & Innovation | Core | 5 | Entrepreneurship Concepts and Process, Business Plan Preparation, Forms of Business Organization, Sources of Finance for Start-ups, Innovation Management and IPR |
| MBA 304 | Legal Aspects of Business | Core | 5 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Companies Act, 2013, Consumer Protection Act and Competition Act |
| MBA 305(M) | Consumer Behavior | Elective - Marketing | 5 | Consumer Decision Making Process, Psychological Determinants of Behavior, Socio-Cultural Influences on Consumption, Motivation, Perception, Learning and Attitude, Reference Groups and Family Influences |
| MBA 306(M) | Sales & Distribution Management | Elective - Marketing | 5 | Sales Management Concepts and Objectives, Sales Forecasting and Territory Management, Sales Force Recruitment, Training and Compensation, Channel Design and Management, Logistics and Supply Chain Management |
| MBA 307(M) | Marketing Research | Elective - Marketing | 5 | Marketing Research Process, Research Design and Data Collection Methods, Measurement and Scaling Techniques, Sampling Designs and Data Analysis, Report Writing and Ethics in Marketing Research |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 401 | International Business | Core | 5 | Globalization and International Trade Theories, Balance of Payments and Foreign Exchange Market, Modes of Entry into International Business, International Marketing and Finance, Global Strategic Alliances and Trade Organizations |
| MBA 402 | Ethics, Governance & CSR | Core | 5 | Business Ethics and Ethical Theories, Corporate Governance Principles and Models, SEBI Guidelines and Regulatory Framework, Corporate Social Responsibility (CSR), Sustainable Business Practices and Stakeholder Management |
| MBA 403(M) | Advertising & Brand Management | Elective - Marketing | 5 | Advertising Process and Media Planning, Creative Strategy and Advertising Effectiveness, Brand Building and Brand Equity, Brand Positioning and Extensions, Digital Marketing and Social Media Advertising |
| MBA 404(M) | Service Marketing | Elective - Marketing | 5 | Nature and Characteristics of Services, Service Quality and Gap Model, Service Design and Delivery, Managing Demand and Supply in Services, Relationship Marketing and Internal Marketing |
| MBA 405(M) | Retail Management | Elective - Marketing | 5 | Retail Formats and Theories, Retail Strategy and Store Location, Merchandising and Category Management, Retail Pricing and Customer Relationship Management, E-tailing and Supply Chain in Retail |
| MBA 406 | Project Work | Project | 8 | Problem Identification and Literature Review, Research Methodology and Data Collection, Data Analysis and Interpretation, Report Writing and Presentation, Managerial Implications and Conclusions |
| MBA 407 | Grand Viva | Viva Voce | 5 | Comprehensive knowledge of MBA curriculum, Application of theoretical concepts, Industry awareness and current affairs, Communication and presentation skills, Understanding of project work |
| MBA 408 | Summer Training | Internship | 5 | Practical application of management theories, Industry exposure and organizational functions, Problem-solving in a corporate setting, Report submission and presentation of findings, Skill development in a functional area |
