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PGDM-BM in Marketing at XLRI – Xavier School of Management
East Singhbhum, Jharkhand
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About the Specialization
What is Marketing at XLRI – Xavier School of Management East Singhbhum?
This Marketing specialization program at XLRI focuses on developing future-ready marketing leaders equipped with strategic insights and practical skills. It delves into the dynamic Indian industry context, emphasizing consumer behavior, digital transformation, and sustainable marketing practices. The program differentiates itself through a blend of rigorous theoretical grounding and real-world application, addressing the burgeoning demand for specialized marketing talent in India.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, market research, or digital marketing roles. It also suits working professionals looking to upskill in strategic marketing, product management, or sales leadership, or career changers transitioning into the dynamic Indian marketing industry. Candidates typically possess a strong analytical aptitude and a keen interest in understanding consumer psychology and market dynamics.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths as Brand Managers, Digital Marketing Specialists, Market Research Analysts, Product Managers, and Sales Heads in leading Indian and multinational companies. Entry-level salaries typically range from INR 18-25 LPA, with experienced professionals commanding significantly higher packages. The growth trajectories are robust, aligning with the fast-expanding Indian consumer market and digital economy.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Trimester 1-3)
Dedicate significant effort to understanding the foundational concepts in economics, finance, operations, and quantitative methods during the initial trimesters. These subjects form the bedrock for advanced marketing strategies. Form study groups with peers from diverse academic backgrounds to clarify doubts and apply concepts through case studies.
Tools & Resources
Textbooks, case studies, peer study groups, faculty office hours
Career Connection
A strong grasp of business fundamentals is essential for any marketing leader, enabling them to understand business profitability, market dynamics, and operational feasibility, crucial for strategic decision-making and cross-functional collaboration in placements.
Engage Actively in Marketing Management Courses- (Trimester 1-3)
Participate enthusiastically in Marketing Management I and II. Go beyond lectures by analyzing industry reports, marketing campaigns, and consumer behavior trends. Seek opportunities to present insights, challenge assumptions, and lead group discussions to develop critical thinking and communication skills.
Tools & Resources
Marketing journals, industry reports, business newspapers, competitive analysis tools
Career Connection
Early engagement builds a strong conceptual foundation in marketing, helping students identify their specific interests within the field and articulate them effectively during internship and placement interviews for various marketing roles.
Network with Seniors and Alumni- (Trimester 1-3)
Actively participate in club activities, especially the Marketing Association or similar interest groups. Reach out to senior students and alumni working in marketing roles to understand industry trends, career paths, and gain insights into elective choices and internship opportunities. Attend informal networking events and alumni talks.
Tools & Resources
LinkedIn, XLRI alumni portal, college clubs, mentorship programs
Career Connection
Early networking provides invaluable guidance for academic and career planning, potentially opening doors to internships and pre-placement offers by connecting with professionals who can refer or mentor aspiring marketers.
Intermediate Stage
Strategically Select Marketing Electives- (Trimester 4-5)
Based on interests developed in core marketing courses, research and choose electives that align with desired career paths (e.g., Brand Management, Digital Marketing, Sales). Prioritize electives that offer practical projects, simulations, or industry guest speakers. Consult faculty advisors for guidance on a balanced elective portfolio.
Tools & Resources
Curriculum guide, faculty consultations, industry career panels
Career Connection
Focused elective choices deepen specialization, making candidates more attractive to specific marketing roles. These courses provide advanced skills that are directly applicable to job profiles in sectors like FMCG, tech, retail, and consulting.
Pursue Marketing Internships and Live Projects- (Trimester 4-5)
Actively seek and excel in summer internships in marketing roles. Leverage career services, faculty connections, and personal networking to secure opportunities with reputable companies. Focus on gaining hands-on experience in areas like market research, digital campaigns, brand strategy, or sales operations. Participate in live industry projects offered by companies.
Tools & Resources
Internship portals, XLRI placement cell, industry contacts, project competitions
Career Connection
Internships are crucial for practical exposure and often lead to pre-placement offers. They validate classroom learning, build a professional network, and provide concrete experiences to highlight during final placements, enhancing employability significantly.
Develop Data Analytics and Digital Marketing Skills- (Trimester 4-5)
Complement formal coursework with certifications or self-learning in essential marketing tools and analytics platforms. Focus on tools like Google Analytics, SQL, advanced Excel for market research, or platforms for social media marketing and CRM. Understand how data drives marketing decisions in the digital age.
Tools & Resources
Coursera, Udemy, Google Analytics Academy, HubSpot Academy, industry workshops
Career Connection
Proficiency in digital marketing and data analytics is highly valued in today''''s job market. These skills make candidates versatile and ready for roles in marketing analytics, performance marketing, or digital strategy, increasing their competitive edge for lucrative placements.
Advanced Stage
Intensify Placement Preparation and Mock Interviews- (Trimester 6)
Begin intensive preparation for final placements, focusing on resume building, interview skills, and group discussion practice. Participate in mock interviews with the placement committee, alumni, and faculty. Tailor preparation to specific companies and roles within the marketing domain, highlighting relevant projects and internship experiences.
Tools & Resources
Placement cell resources, alumni network, professional resume builders, mock interview platforms
Career Connection
Robust placement preparation is paramount for securing desired roles. It builds confidence, refines communication, and ensures candidates can articulate their value proposition effectively to recruiters, leading to successful career launches.
Engage in Advanced Marketing Simulations and Competitions- (Trimester 6)
Participate in national-level marketing case competitions, business simulations, and hackathons. These platforms offer opportunities to apply theoretical knowledge to complex, real-world business challenges under pressure. Collaborate with diverse teams to develop innovative solutions and enhance problem-solving capabilities.
Tools & Resources
Inter-B-school competitions, industry-sponsored contests, online business simulators
Career Connection
Winning or even participating in such events demonstrates practical application skills, teamwork, and resilience, which are highly regarded by recruiters. These experiences provide tangible achievements to showcase during final interviews and contribute to leadership development.
Cultivate a Strong Professional Brand- (Trimester 6)
Actively build and maintain a professional online presence, particularly on LinkedIn. Share relevant articles, engage in industry discussions, and showcase projects and achievements. Attend industry conferences and webinars to stay updated on emerging trends and expand your professional network beyond campus.
Tools & Resources
LinkedIn, industry association memberships, professional development workshops, marketing blogs
Career Connection
A strong personal brand attracts recruiters and demonstrates proactive engagement with the industry. It enhances visibility, provides opportunities for thought leadership, and can lead to unexpected career opportunities post-graduation.
Program Structure and Curriculum
Eligibility:
- A recognized Bachelor''''s Degree of minimum three years duration in any discipline from a recognized University. Applicants appearing for the final year of Bachelor''''s Degree/equivalent qualification examination and awaiting results are also eligible to apply. Candidates need to have valid XAT scores (or GMAT for NRI/International candidates).
Duration: 2 years / 6 trimesters
Credits: 108 credits (minimum required) Credits
Assessment: Internal: undefined, External: undefined
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| PGMB001 | Quantitative Methods for Management | Core | 3 | Probability Theory, Statistical Inference, Regression Analysis, Linear Programming, Decision Theory |
| PGMB002 | Financial Accounting | Core | 3 | Accounting Principles, Financial Statements, Cash Flow Analysis, Inventory Valuation, Depreciation Methods |
| PGMB003 | Individual & Group Dynamics | Core | 3 | Personality and Attitudes, Motivation Theories, Group Behavior, Leadership Styles, Conflict Management |
| PGMB004 | Managerial Economics | Core | 3 | Demand and Supply Analysis, Consumer Behavior, Production and Cost Theory, Market Structures, Pricing Strategies |
| PGMB005 | Marketing Management I | Core | 3 | Marketing Concepts, Market Segmentation, Targeting and Positioning, Product Strategy, Pricing Fundamentals |
| PGMB006 | Operations Management I | Core | 3 | Process Design, Capacity Planning, Quality Management, Supply Chain Basics, Inventory Control |
| PGMB007 | Communication for Management I | Core | 3 | Verbal Communication, Written Communication, Presentation Skills, Interpersonal Communication, Business Etiquette |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| PGMB009 | Business Ethics | Core | 3 | Ethical Theories, Corporate Governance, Social Responsibility, Ethical Decision Making, Whistleblowing |
| PGMB010 | Corporate Finance | Core | 3 | Time Value of Money, Capital Budgeting, Cost of Capital, Capital Structure, Working Capital Management |
| PGMB011 | Macroeconomics | Core | 3 | National Income Accounting, Aggregate Demand and Supply, Monetary Policy, Fiscal Policy, Inflation and Unemployment |
| PGMB012 | Organizational Structure & Design | Core | 3 | Organizational Theories, Contingency Approach, Departmentalization, Centralization vs Decentralization, Organizational Culture |
| PGMB013 | Marketing Management II | Core | 3 | Distribution Channels, Promotion Mix, Integrated Marketing Communications, Sales Management, Marketing Metrics |
| PGMB014 | Operations Management II | Core | 3 | Lean Operations, Supply Chain Strategy, Logistics Management, Project Management, Forecasting Techniques |
| PGMB015 | Communication for Management II | Core | 3 | Cross-cultural Communication, Crisis Communication, Negotiation Skills, Report Writing, Digital Communication |
| PGMB016 | Legal Aspects in Business | Core | 3 | Contract Law, Company Law, Consumer Protection, Intellectual Property, Competition Law |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| PGMB017 | Business Research Methods | Core | 3 | Research Design, Data Collection Methods, Sampling Techniques, Statistical Analysis, Report Writing |
| PGMB018 | Strategic Management | Core | 3 | Strategic Analysis, Competitive Advantage, Corporate Strategy, Business Unit Strategy, Strategy Implementation |
| PGMB019 | Human Resource Management | Core | 3 | HR Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits |
| PGMB020 | Information Systems for Business | Core | 3 | IT Infrastructure, Database Management, Enterprise Systems, E-commerce, Cybersecurity Basics |
| PGMB021 | Managerial Innovation & Design Thinking | Core | 3 | Innovation Process, Design Thinking Framework, Creativity Techniques, Prototyping, User-centric Design |
| PGMB022 | Business & Government | Core | 3 | Government Policy Impact, Regulation and Deregulation, Public-Private Partnerships, Lobbying and Advocacy, Economic Reforms |
| PGMB023 | Entrepreneurship | Core | 3 | Entrepreneurial Mindset, Idea Generation, Business Model Canvas, Startup Funding, Scaling Ventures |
| PGMB024 | Economic Environment | Core | 3 | Global Economic Trends, Trade and Globalization, Emerging Markets, Economic Policy Analysis, International Financial Institutions |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| PGME073 | Advanced Marketing Research | Elective (Marketing) | 3 | Research Design, Data Collection, Analytical Tools, Reporting, Qualitative Research, Multivariate Analysis |
| PGME074 | Advertising Management | Elective (Marketing) | 3 | Advertising Theory, Consumer Response, Media Planning, Message Design, Campaign Evaluation, Digital Advertising |
| PGME075 | Brand Management | Elective (Marketing) | 3 | Brand Equity, Brand Identity, Brand Positioning, Brand Communication, Brand Portfolio, Brand Valuation |
| PGME076 | Business-to-Business Marketing | Elective (Marketing) | 3 | Organizational Buying Behavior, Relationship Marketing, Supply Chain Management, B2B Branding, Sales Force Management, Global B2B Markets |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| PGME077 | Consumer Behaviour | Elective (Marketing) | 3 | Consumer Decision Making, Perception and Motivation, Attitudes and Learning, Culture and Social Influence, Segmentation, Digital Consumer |
| PGME078 | Digital Marketing | Elective (Marketing) | 3 | SEO and SEM, Social Media Marketing, Content Marketing, Email Marketing, Web Analytics, Digital Strategy |
| PGME079 | Marketing of Services | Elective (Marketing) | 3 | Service Characteristics, Service Quality, Customer Experience, Service Design, Service Delivery, Relationship Marketing |
| PGME080 | New Product Management | Elective (Marketing) | 3 | Innovation Process, Idea Generation, Concept Testing, Product Development, Market Testing, Launch Strategies |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| PGME081 | Personal Selling & Sales Force Management | Elective (Marketing) | 3 | Sales Process, Sales Strategy, Sales Force Structure, Recruitment and Training, Compensation and Motivation, Performance Evaluation |
| PGME082 | Pricing Strategy | Elective (Marketing) | 3 | Cost-plus Pricing, Value-based Pricing, Competitive Pricing, Psychological Pricing, Dynamic Pricing, Pricing Models |
| PGME083 | Product Management | Elective (Marketing) | 3 | Product Life Cycle, Product Strategy, Portfolio Management, Product Development, Market Entry, Branding and Packaging |
| PGME084 | Retail Management | Elective (Marketing) | 3 | Retail Formats, Retail Strategy, Store Location, Merchandise Management, Visual Merchandising, E-tailing |
| PGME085 | Rural Marketing | Elective (Marketing) | 3 | Rural Consumer Behavior, Market Challenges, Distribution Strategies, Communication Strategies, Product Development for Rural, Social Marketing |
| PGME086 | Strategic Marketing | Elective (Marketing) | 3 | Market Analysis, Competitive Advantage, Segmentation and Positioning, Marketing Planning, Implementation and Control, Global Marketing |
| PGME087 | Value Added Marketing | Elective (Marketing) | 3 | Customer Value, Value Chain Analysis, Customer Loyalty, Relationship Marketing, Co-creation, Experiential Marketing |
| PGME088 | Advertising and Media Strategy | Elective (Marketing) | 3 | Advertising Objectives, Creative Strategy, Media Mix Decisions, Budgeting, Effectiveness Measurement, Integrated Marketing Communication |
| PGME089 | AI and Marketing | Elective (Marketing) | 3 | AI Applications in Marketing, Machine Learning, Predictive Analytics, Customer Segmentation, Personalization, Automation and Ethics |
| PGME090 | Customer Relationship Management (CRM) | Elective (Marketing) | 3 | CRM Strategy, Customer Acquisition, Retention and Loyalty, Customer Data Management, CRM Technology, Analytical and Operational CRM |
