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MBA in Marketing at University of North Bengal
Darjeeling, West Bengal
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About the Specialization
What is Marketing at University of North Bengal Darjeeling?
This Marketing specialization program at the University of North Bengal focuses on equipping students with essential skills for the dynamic Indian market. It integrates theoretical foundations with practical applications, preparing graduates for roles in sales, advertising, branding, and digital marketing. The curriculum is designed to reflect current industry demands, emphasizing consumer insights and strategic decision-making crucial for success in India''''s diverse business landscape.
Who Should Apply?
This program is ideal for fresh graduates aspiring to kickstart careers in marketing, aiming for roles like Marketing Executive, Brand Associate, or Sales Manager. It also caters to working professionals seeking to upskill in specialized marketing domains or pivot into the marketing industry. Candidates with a strong interest in understanding consumer psychology, market trends, and developing creative strategies will find this program particularly rewarding.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, ranging from market research and brand management to digital marketing and sales. Entry-level salaries typically fall within the INR 3-6 LPA bracket, with significant growth potential up to INR 10-15 LPA or more with experience in leading Indian companies and MNCs. The program also aligns with skills needed for certifications like Google Ads and HubSpot, enhancing professional readiness.
Student Success Practices
Foundation Stage
Build Core Business Acumen- (Semester 1-2)
Focus on thoroughly understanding foundational subjects like Management Concepts, Managerial Economics, and Accounting. Actively participate in class discussions, solve case studies, and join relevant student clubs to apply theoretical knowledge to basic business scenarios.
Tools & Resources
Textbooks, Harvard Business Review cases, NPTEL lectures, university library resources
Career Connection
A strong foundation in these areas is crucial for understanding the broader business context, making you a well-rounded professional in any marketing role and enabling effective cross-functional communication.
Enhance Communication and Analytical Skills- (Semester 1-2)
Dedicate time to improving business communication through presentations, report writing, and public speaking. Simultaneously, strengthen quantitative techniques by practicing statistical analysis and problem-solving, utilizing tools like Excel for data interpretation.
Tools & Resources
Toastmasters International (if available), LinkedIn Learning courses, Excel for Data Analysis, mock interviews
Career Connection
Effective communication is vital for convincing stakeholders, while analytical skills help in data-driven marketing decisions, both highly valued by Indian employers for strategic roles.
Network and Seek Early Industry Insights- (Semester 1-2)
Attend guest lectures, workshops, and industry seminars organized by the department or local chambers of commerce. Connect with alumni and industry professionals on LinkedIn to gain insights into current market trends and career paths within the Indian marketing landscape.
Tools & Resources
LinkedIn, industry webinars, local business association events, alumni mentorship programs
Career Connection
Early networking can lead to internship opportunities, mentorship, and a better understanding of industry expectations, significantly boosting placement prospects in Indian companies.
Intermediate Stage
Deep Dive into Marketing Specializations- (Semester 3)
Engage deeply with core marketing subjects like Consumer Behaviour, Sales and Distribution, and Brand Management. Take on mini-projects or simulations related to these areas, possibly collaborating with local businesses for real-world marketing challenges.
Tools & Resources
Industry journals, marketing software trials (e.g., CRM demos), specialized workshops, live projects with local SMEs
Career Connection
Specialized knowledge makes you a strong candidate for specific marketing roles (e.g., Brand Manager, Sales Executive) and demonstrates your passion and expertise to recruiters.
Leverage Internship for Practical Exposure- (Semester 3 (After Semester 2, evaluated in Semester 3))
Maximize the summer internship experience by proactively seeking challenging tasks, networking within the company, and taking initiative on projects. Focus on applying classroom learning to practical business problems and understanding organizational culture.
Tools & Resources
Internship company''''s internal resources, project management tools, mentor guidance
Career Connection
A successful internship is often the gateway to a pre-placement offer or provides invaluable experience for future job applications, showing employers your readiness for the Indian corporate environment.
Develop Digital Marketing Proficiency- (Semester 3)
Beyond the curriculum, pursue certifications in digital marketing areas such as SEO, SEM, social media marketing, and content creation. Experiment with personal branding or small online projects to build a practical portfolio.
Tools & Resources
Google Analytics Academy, HubSpot Academy, SEMrush, Canva, social media platforms
Career Connection
Digital marketing skills are in high demand across all industries in India, opening up roles in e-commerce, digital agencies, and corporate marketing departments.
Advanced Stage
Excel in Strategic Marketing and Analytics- (Semester 4)
Focus on advanced marketing papers like Marketing Analytics and Digital Marketing, linking them to overall business strategy. Work on a robust project report that demonstrates analytical thinking, problem-solving, and strategic recommendations for real-world marketing issues.
Tools & Resources
Statistical software (R, Python, SPSS if applicable), advanced Excel, market research databases, industry case studies
Career Connection
Proficiency in strategic thinking and marketing analytics positions you for roles requiring data-driven decision-making, such as Marketing Strategist, Marketing Analyst, or Product Manager in India''''s competitive market.
Intensive Placement Preparation- (Semester 4)
Engage in rigorous placement preparation, including resume building, mock interviews (technical and HR), group discussions, and aptitude tests. Tailor your application to specific companies and roles you aspire to, highlighting your marketing specialization.
Tools & Resources
University career services, online aptitude test platforms, interview preparation guides, company-specific research
Career Connection
Thorough preparation is critical for securing desirable placements in top companies in India, ensuring you can articulate your value proposition effectively.
Cultivate Leadership and Professionalism- (Semester 4)
Take on leadership roles in academic projects or student initiatives. Practice professional etiquette, ethical decision-making, and teamwork. Develop soft skills crucial for managerial roles, such as negotiation and conflict resolution.
Tools & Resources
Leadership workshops, peer feedback, role-playing scenarios, books on professional development
Career Connection
Beyond technical skills, Indian employers seek candidates with strong leadership potential, ethical grounding, and professionalism, which are essential for career growth and assuming higher responsibilities.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline with 50% marks (45% for SC/ST/OBC) or an equivalent grade from a recognized University. Final year students are also eligible to apply.
Duration: 2 years (4 semesters)
Credits: 104 Credits
Assessment: Internal: 20%, External: 80%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBAC101 | Management Concepts and Organizational Behavior | Core | 4 | Introduction to Management, Planning, Organizing, Staffing, Directing, Controlling, Foundations of Organizational Behavior, Personality, Perception, Learning, Motivation, Leadership, Group Dynamics |
| MBAC102 | Managerial Economics | Core | 4 | Nature and Scope of Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management, Capital Budgeting |
| MBAC103 | Quantitative Techniques for Management | Core | 4 | Probability and Probability Distributions, Hypothesis Testing, Regression and Correlation Analysis, Linear Programming, Network Analysis (PERT/CPM) |
| MBAC104 | Business Communication | Core | 4 | Fundamentals of Business Communication, Written Communication (Reports, Memos), Oral Communication (Presentations, Meetings), Non-verbal Communication, Cross-cultural Communication |
| MBAC105 | Accounting for Management | Core | 4 | Financial Accounting Concepts, Preparation of Financial Statements, Cost Accounting Methods, Budgetary Control, Financial Statement Analysis |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBAC201 | Human Resource Management | Core | 4 | HR Planning, Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation, Industrial Relations and Labor Laws |
| MBAC202 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Market Segmentation, Targeting, Positioning, Product Life Cycle, New Product Development, Pricing Strategies, Promotion and Distribution Channels |
| MBAC203 | Financial Management | Core | 4 | Financial System and Capital Market, Capital Budgeting Decisions, Cost of Capital, Capital Structure, Working Capital Management, Dividend Policy |
| MBAC204 | Operations Management | Core | 4 | Operations Strategy and Planning, Facility Location and Layout, Inventory Management, Quality Management and Control, Supply Chain Management |
| MBAC205 | Business Environment and Ethics | Core | 4 | Economic and Political Environment, Social and Technological Environment, Legal Environment of Business, Business Ethics and Corporate Governance, Corporate Social Responsibility |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBAC301 | Research Methodology | Core | 4 | Fundamentals of Business Research, Research Design and Hypothesis Formulation, Data Collection Methods (Primary/Secondary), Sampling Techniques, Data Analysis and Interpretation |
| MBAC302 | Business Policy and Strategic Management | Core | 4 | Concepts of Strategic Management, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control and Evaluation |
| MBAM303 | Consumer Behaviour | Elective (Marketing) | 4 | Models of Consumer Behavior, Individual Determinants (Motivation, Perception), External Influences (Culture, Social Class), Consumer Decision Making Process, Organizational Buying Behavior |
| MBAM304 | Sales and Distribution Management | Elective (Marketing) | 4 | Sales Management Principles, Sales Force Recruitment and Training, Channel Management Decisions, Logistics and Supply Chain, Retailing and Wholesaling |
| MBAM305 | Advertising and Brand Management | Elective (Marketing) | 4 | Role of Advertising in Marketing, Advertising Media Planning and Strategy, Brand Equity and Brand Identity, Brand Positioning and Communication, Integrated Marketing Communications (IMC) |
| MBAM306 | Services Marketing | Elective (Marketing) | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Encounters |
| MBAPR307 | Summer Internship | Project | 6 | Practical Industry Exposure, Application of Management Concepts, Problem Identification and Solution, Report Writing, Presentation Skills |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBAC401 | International Business Management | Core | 4 | Globalization and International Business, Theories of International Trade, Foreign Direct Investment, International Financial Management, Cross-Cultural Management |
| MBAC402 | Management Information System | Core | 4 | Role of MIS in Business, Information Systems Development, Database Management Systems, Enterprise Resource Planning (ERP), E-Commerce and IT Security |
| MBAM403 | Digital Marketing | Elective (Marketing) | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| MBAM404 | Marketing Analytics | Elective (Marketing) | 4 | Marketing Metrics and KPIs, Customer Relationship Management (CRM) Analytics, Predictive Modeling in Marketing, Market Research and Data Analysis, ROI Measurement of Marketing Campaigns |
| MBAM405 | Rural and Agri Business Marketing | Elective (Marketing) | 4 | Understanding Rural Markets in India, Rural Consumer Behavior, Marketing Strategies for Rural Areas, Agri-Input and Agri-Output Marketing, Rural Distribution Challenges |
| MBAM406 | Retail Management | Elective (Marketing) | 4 | Evolution of Retailing, Retail Formats and Strategies, Merchandising and Category Management, Store Operations and Layout, Retail Technology and E-Retailing |
| MBAPJ407 | Project Report | Project | 10 | Independent Research Project, Problem Solving in Business Context, Data Collection and Analysis, Report Writing and Presentation, Strategic Recommendations |
