MBA-Marketing

Master of Business Administration – Marketing (MBA-Marketing)

Mastering Market Growth and Value Creation

The marketing program at TAPMI is uniquely structured to provide students with a holistic understanding of marketing concepts, tools, and techniques. The program dedicates over sixty-five percent of course learning hours to marketing, ensuring students immerse themselves deeply in the field. This early, focused exposure to marketing is complemented by interdisciplinary learning, ensuring students have a well-rounded management education that supports their strong marketing orientation.

BrandScan- Excellence in Applied Learning

A standout feature of the program is BrandScan, a marketing course that allows students to work on real-world business challenges that leading organizations face. BrandScan has evolved from a humble market research fair in Manipal in 1993 to a comprehensive market research activity spread across India. Over the years, students have collaborated with clients like ITC, CIPLA, CavinKare, HP, and Reliance, providing an unparalleled opportunity to apply their learning to solve marketing problems that directly impact the business.

This program is ideal for candidates with a strong academic background, preferably with work experience and a substantial achievement orientation. With the support of TAPMI’s distinguished faculty, industry connections, and global accreditations, students are well-positioned to become leaders in the marketing domain.

Learning by Doing

What truly sets TAPMI’s marketing apart is its hands-on approach. Every student is required to work on live projects alongside their summer internship, offering valuable industry exposure. The mentorship program further enhances this practical learning, where students benefit from the guidance of TAPMI alumni who hold senior leadership positions across industries. In the second year, students specialize in specific sectors, learning directly from industry professionals who bring current, real-world knowledge to the classroom.

Moreover, the program is committed to producing well-rounded marketers with a broad perspective on the industry. TAPMI’s strong faculty base, with expertise in academia and industry, ensures that students are equipped with theoretical knowledge and practical skills. This blend of applied research, diverse industry experience, and teaching excellence form the foundation of the program’s success in placing graduates in marketing roles across sectors like Fast Moving Consumer Goods (FMCG), Consumer Durables, Retail, Banking, and Financial Services.

Curriculum and Structure

Program Structure

During the two-year MBA program, students undergo 976 hours of classroom and non-classroom learning. A student admitted into the MBA Marketing program will complete 600 hours in Year 1. The remaining 376 hours will be completed in Year 2 of the program

Year 1

Term I
Sl. No.	Course Name	Student *Credits ()**	Classroom Hours
1	Basics of Accounting	1	10
2	Learning through Alternative Pedagogies (LEAP)	1	10
3	Excel Basics	1	10
4	Managerial Statistics	3	30
5	Marketing Management -1	3	30
6	Managerial Economics	2	20
7	Financial Accounting	2	20
8	Managerial Communication	2	20
9	Organizational Behaviour	3	30
10	Sustainability, Responsibility, Managerial Ethics (SRME)	2	20
11	Comprehensive Test- I	1	0
TOTAL TERM – I		21	200
Term II
Sl. No.	Course Name	Student *Credits ()**	Classroom Hours
1	Operations Management	3	30
2	Marketing Management – II	2	20
3	Management Accounting	2	20
4	Macro Economics	2	20
5	Business Communication and Presentations	2	20
6	Consumer Behaviour	3	30
7	Introduction to Digital Marketing	2	20
8	Brand Management	3	30
9	Personal Selling and Sales Negotiations	3	30
10	Comprehensive Test – II	1	0
TOTAL TERM – II		23	220
Term III
Sl. No.	Course Name	Student *Credits ()**	Classroom Hours
1	Strategic Management	2	20
2	Human Resources Management	2	20
3	Advanced Excel Skills (MOOC)	1	10
4	Financial Management	3	30
5	IT for Business	2	20
6	Business Research Methods	2	20
7	Sales and Distribution Management	3	30
8	Advertising and Media Planning	3	30
9	Integrative Assessment	1	0
TOTAL TERM – III		19	180
TOTAL Credits TERM – (I-III)		63	600

Summer Term
Course Name		Student *Credits ()**	Classroom Hours
Summer Internship (SIP)*		6	0
Term IV
Sl. No.	Course Name	Student *Credits ()**	Classroom Hours
1	Legal Aspects of Business	2	20
2	Services Marketing	3	30
3	B2B Marketing	3	30
4	Applied Marketing Strategy	3	30
5	Supply Chain Management	2	20
6	Elective 1	2	20
TOTAL- TERM IV		15	150
Term V
Sl. No.	Course Name	Student *Credits ()**	Classroom Hours
1	Advanced Digital Marketing	2	20
2	Advanced Marketing Analytics and Research	3	30
3	Retail Management	3	30
4	Customer Relationship Management	2	20
5	Brand Scan	4	0
6	Elective 2	2	20
TOTAL- TERM V		16	120
Term VI
Sl. No.	Course Name	Student *Credits ()**	Classroom Hours
1	Marketing Strategy	3	6
2	Rural Marketing	3	30
3	Data Visualization in PowerBi	1	10
4	Pricing Strategy	2	20
5	Business Leadership	2	20
6	Society, Environment, Values & Attitudes (SEVA)	4	0
7	Elective 3	2	20
	TOTAL- TERM VI	17	106
TOTAL Credits TERM – (I-VI)		117	976

The courses shown above are as per the existing scheme at the Institute. These are meant to be indicative. TAPMI has a practice of revising its curriculum regularly, due to which the above courses and credits may be subject to change, within the bounds of Regulatory Rules/Norms. It is a policy of the Institute to drop elective courses with less than the pre-defined criteria for registrations.

List of Electives:

SI No.	Course Name	Term	Student *Credits ()**	Classroom Hours
1	Management of Sales Force	IV	2	20
2	AI for Management	IV	2	20
3	Sustainable Marketing	IV	2	20
4	Marketing Performance Metrics	V	2	20
5	Product and Innovation Management	V	2	20
6	Key Account Management	VI	2	20
7	Social Marketing	VI	2	20

* Student credits are based on both classroom hours & non-classroom hours

Note: This will be a floating basket of specialization electives and new cutting-edge courses will be considered in the offerings. For each term, a total of 2-3 electives shall be offered to students and the elective receiving the maximum number of subscriptions will be taught in that particular term.

Program Differentiators

• BrandScan course, which allows analysing actual business challenges through research and provides solutions to organizations
• “Accredited degree” status from the Chartered Institute of Marketing (CIM), UK and Australian Marketing Institute (AMI)Live projects, in addition to a summer internship, provide the necessary industry exposure to students
• Mentoring by TAPMI alumni holding senior leadership positions
• Workshops delivered by industry professionals
• Successful track record of attracting companies in FMCG, durables, retail, banking, and B2B sectors, offering sales management, Product Management, and retailing roles for final placements

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