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MBA in Marketing at Vivekananda Institute of Technology
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Vivekananda Institute of Technology Bengaluru?
This Marketing program at Vivekananda Institute of Technology focuses on developing comprehensive marketing expertise relevant to the dynamic Indian business landscape. It covers traditional and digital marketing strategies, consumer insights, brand management, and sales distribution, preparing students for diverse roles in the rapidly evolving market, with a strong emphasis on practical application.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into marketing and sales roles, working professionals looking to upskill in modern marketing techniques, and career changers transitioning into the vibrant marketing industry. Candidates with a strong interest in understanding consumer behavior, market dynamics, and technological trends are particularly suited for this specialization.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths like Marketing Manager, Brand Manager, Digital Marketing Specialist, Sales Manager, and Market Research Analyst. Entry-level salaries typically range from INR 3-6 lakhs annually, with significant growth potential to INR 10-20 lakhs for experienced professionals in leading Indian companies and MNCs, aligning with industry demand.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Focus on building a strong understanding of core subjects like Marketing Management, Accounting, Economics, and Quantitative Methods. Actively participate in class discussions, solve case studies, and clarify doubts early to establish a robust academic base.
Tools & Resources
Class notes, prescribed textbooks, online resources like Investopedia for business terms, Khan Academy for quantitative concepts
Career Connection
A solid foundation in these areas is crucial for understanding advanced marketing concepts, making informed business decisions, and excelling in future managerial roles, which is essential for career growth.
Develop Communication and Presentation Skills- (Semester 1-2)
Utilize opportunities in Business Communication and other courses to enhance public speaking, report writing, and presentation abilities. Actively participate in college clubs for debates or presentations to refine persuasive communication.
Tools & Resources
Toastmasters-style clubs, online platforms like Coursera for communication courses, LinkedIn Learning, college communication workshops
Career Connection
Effective communication is vital in marketing for client interactions, team collaboration, and pitching campaigns, directly impacting career progression and leadership potential in Indian corporate settings.
Initiate Industry Awareness and Networking- (Semester 1-2)
Start attending industry webinars, local business events, and workshops organized by professional bodies. Follow marketing news and trends in India. Connect with alumni and senior students for insights into career paths and industry demands.
Tools & Resources
LinkedIn, industry specific news portals (e.g., Livemint, Economic Times), college alumni network, NASSCOM events, CII seminars
Career Connection
Early industry exposure helps in identifying career interests, understanding market demands, and building a professional network that can lead to valuable internship and job opportunities in the competitive Indian market.
Intermediate Stage
Deep Dive into Marketing Specialization- (Semester 3)
Focus intensively on chosen marketing electives like Consumer Behaviour, Services Marketing, and Digital Marketing. Engage in hands-on projects, simulations, and case studies specific to these areas to build specialized expertise.
Tools & Resources
Marketing journals, HBR case studies, digital marketing certification courses (e.g., Google Ads, Facebook Blueprint), industry reports
Career Connection
Specializing early provides a competitive edge, developing expert knowledge required for high-demand roles like Brand Manager, Digital Marketing Specialist, or Market Research Analyst in the Indian job market.
Seek Relevant Internships and Live Projects- (Semester 3-4)
Actively search for internships during semester breaks in marketing roles. Participate in college-facilitated live projects with local businesses to apply theoretical knowledge to real-world scenarios, gaining practical experience.
Tools & Resources
College placement cell, internship portals (e.g., Internshala, LinkedIn), local startups, NGOs for social marketing projects, company websites
Career Connection
Practical experience is highly valued by Indian employers. Internships provide invaluable exposure, skill development, and often convert into pre-placement offers, significantly boosting career prospects and industry readiness.
Develop Analytical and Data-Driven Skills- (Semester 3-4)
Leverage courses like Data Analytics for Business. Practice using statistical software and data visualization tools. Understand how to interpret market data for strategic marketing decisions and campaign effectiveness measurement.
Tools & Resources
Excel, Tableau, Power BI, R/Python basics for data analysis, online data science platforms like Kaggle, Google Analytics Academy
Career Connection
In the data-driven Indian market, marketers who can analyze data to understand consumer trends and measure campaign effectiveness are highly sought after, leading to roles in marketing analytics and strategic planning.
Advanced Stage
Placement Preparation and Mock Interviews- (Semester 4)
Actively engage with the placement cell. Attend workshops on resume building, interview techniques, and group discussions. Participate in mock interview sessions to refine responses and build confidence for campus recruitment.
Tools & Resources
College placement cell resources, career counselors, online interview preparation platforms (e.g., Naukri.com, Glassdoor), alumni mentors, industry expert sessions
Career Connection
Thorough preparation directly impacts placement success, securing desired roles in top companies and ensuring a strong start to the professional career in India''''s competitive corporate landscape.
Undertake a Comprehensive Research Project- (Semester 4)
Dedicate significant effort to the Research Project, choosing a marketing-related topic that aligns with career interests. Conduct thorough primary/secondary research and present findings professionally, demonstrating research acumen.
Tools & Resources
Academic databases (JSTOR, Google Scholar), survey tools (Google Forms, SurveyMonkey), statistical software (SPSS, R), college library resources
Career Connection
A well-executed project demonstrates research acumen, problem-solving skills, and a deep understanding of a specific marketing domain, impressive to potential employers and useful for higher studies or specialized roles.
Build a Professional Portfolio and Online Presence- (Semester 4)
Curate a portfolio showcasing projects, internships, certifications, and marketing campaigns worked on. Optimize LinkedIn profile, highlighting skills and accomplishments. Engage in online marketing communities and forums.
Tools & Resources
LinkedIn, personal website/blog, Behance (for creative marketing assets), online courses to earn relevant certifications (e.g., Hubspot, SEMrush)
Career Connection
A strong professional portfolio and online presence are crucial for visibility in the job market, attracting recruiters, and demonstrating capabilities beyond just academic scores, leading to better job offers and career opportunities.
Program Structure and Curriculum
Eligibility:
- Passed Bachelor degree of minimum 3 years duration with at least 50% marks (45% for reserved category) in the qualifying examination. Entrance Exam: KMAT / CMAT / PGCET / MAT / ATMA / XAT.
Duration: 2 years (4 semesters)
Credits: 96 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21MBA101 | Indian Economic Environment | Core | 4 | Indian Economy Overview, Economic Policies and Reforms, Business Cycles and GDP, Fiscal and Monetary Policy, Globalisation and Trade |
| 21MBA102 | Organizational Behaviour and Human Resource Management | Core | 4 | Foundations of Organizational Behaviour, Personality, Perception and Attitudes, Motivation Theories, Group Dynamics and Team Building, HRM Functions and Policies, Recruitment and Performance Appraisal |
| 21MBA103 | Accounting for Managers | Core | 4 | Financial Accounting Principles, Cost and Management Accounting, Financial Statement Analysis, Budgeting and Variance Analysis, Funds Flow and Cash Flow Statements |
| 21MBA104 | Quantitative Methods for Management | Core | 4 | Data Analysis and Interpretation, Probability and Probability Distributions, Hypothesis Testing, Correlation and Regression, Linear Programming and Decision Theory |
| 21MBA105 | Marketing Management | Core | 4 | Core Marketing Concepts, Market Segmentation, Targeting, Positioning, Product Life Cycle and Strategies, Pricing Strategies, Promotion Mix and Distribution Channels |
| 21MBA106 | Business Communication and Research Methodology | Core | 4 | Essentials of Business Communication, Effective Business Correspondence, Research Design and Process, Data Collection and Sampling, Report Writing and Presentation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21MBA201 | Entrepreneurship and Ethics | Core | 4 | Entrepreneurial Process, Business Plan Development, Start-up Ecosystem in India, Business Ethics and Values, Corporate Social Responsibility, Corporate Governance |
| 21MBA202 | Financial Management | Core | 4 | Financial Goals and Objectives, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions |
| 21MBA203 | Operations Management | Core | 4 | Production Systems and Layout, Inventory Management Techniques, Quality Management and TQM, Project Management, Supply Chain Management |
| 21MBA204 | Management Information System | Core | 4 | Information Systems in Business, Database Management Systems, E-commerce and E-business, Decision Support Systems, Cloud Computing and Cybersecurity |
| 21MBA205 | Business Analytics | Core | 4 | Introduction to Data Analytics, Statistical Tools for Business, Predictive Modeling, Data Visualization Techniques, Business Intelligence and Data Mining |
| 21MBA206 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Company Law, Consumer Protection Act, Intellectual Property Rights, Cyber Law and Environmental Law |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21MBA301 | Strategic Management | Core | 4 | Strategic Planning Process, Vision, Mission and Objectives, SWOT Analysis and Porter''''s Five Forces, Corporate and Business Level Strategies, Strategy Implementation and Control |
| 21MBA302 | International Business | Core | 4 | Globalisation and its Drivers, Theories of International Trade, Foreign Exchange Markets, International Financial Management, Cross-Cultural Management, World Trade Organization (WTO) |
| 21MBA303 | Management Consulting | Core | 4 | Consulting Process and Models, Problem Solving Methodologies, Client Relationship Management, Project Management in Consulting, Consulting Ethics and Professionalism, Digital Consulting Trends |
| 21MBA304 | Human Capital Management | Core | 4 | HR Planning and Talent Acquisition, Training and Development, Compensation and Benefits Management, Performance Management Systems, Employee Relations and Engagement, HR Analytics |
| 21MBA3M01 | Consumer Behaviour | Elective | 4 | Consumer Decision Making Process, Psychological Factors influencing Behaviour, Social and Cultural Influences, Consumer Motivation and Perception, Consumer Research and Insights, Models of Buyer Behaviour |
| 21MBA3M02 | Services Marketing | Elective | 4 | Nature and Characteristics of Services, Service Quality Management, Service Design and Delivery, Pricing of Services, Integrated Services Marketing Communications, Managing Service Encounters |
| 21MBA3M03 | Retail Management | Elective | 4 | Retail Formats and Strategies, Store Location and Layout, Merchandising and Category Management, Retail Operations and Supply Chain, Retail Marketing Mix, E-tailing and Omni-channel Retailing |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21MBA401 | Corporate Governance and Ethics | Core | 4 | Principles of Corporate Governance, Role of Board of Directors, Stakeholder Management, Ethical Leadership and Decision Making, CSR and Sustainability, Whistleblowing Mechanisms |
| 21MBA402 | Data Analytics for Business | Core | 4 | Data Warehousing and Data Marts, Big Data Concepts and Technologies, Predictive Analytics, Prescriptive Analytics, Machine Learning Applications in Business, Data Privacy and Ethics |
| 21MBA4M01 | Digital Marketing | Elective | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Digital Marketing Analytics |
| 21MBA4M02 | Brand Management | Elective | 4 | Brand Identity and Brand Equity, Brand Positioning and Differentiation, Brand Communication Strategies, Brand Extension and Co-branding, Brand Loyalty and Customer Relationship Management, Global Branding |
| 21MBA4M03 | Sales and Distribution Management | Elective | 4 | Sales Process and Management, Sales Forecasting and Quotas, Sales Force Management, Distribution Channels and Strategies, Channel Conflicts and Resolution, Logistics and Supply Chain in Sales |
| 21MBAPR403 | Research Project | Project | 4 | Problem Identification and Formulation, Literature Review, Research Design and Methodology, Data Analysis and Interpretation, Report Writing and Referencing, Project Presentation |
| 21MBAIN404 | Internship | Internship | 4 | Industry Exposure and Experience, Application of Academic Knowledge, Skill Development and Mentorship, Organizational Culture and Work Ethics, Internship Report Submission, Performance Presentation |
