Balaji Institute of International Business, Pune

MBA Marketing Management

The MBA Marketing Management programme is designed to shape innovative, customer-focused professionals ready to excel in competitive markets. With a strong emphasis on brand management, consumer behavior, digital marketing, sales strategy, and market analytics, the programme equips students with the tools to build and sustain successful brands.

Through live projects, case studies, and industry exposure, students gain hands-on experience in understanding market dynamics and crafting impactful marketing solutions. The programme fosters creativity, strategic thinking, and leadership, empowering students to drive growth and create meaningful connections between brands and consumers.

Total Seats

Programme Duration

2 Years

Last Date to Apply

16th February 2026 (Round II)

Commencement Date

18th June 2026

Preamble

The revised MBA Programme Structure 2025 aligns with Choice Based Credit System (CBCS) and Outcomes Based Education (OBE) to ensure greater academic flexibility, learner-centric approaches, and enhanced educational outcomes.

This curriculum seeks to create capable, socially accountable, and future-oriented business leaders through the promotion of critical thinking, innovativeness, ethical decision-making, and good communication. It offers a balanced blend of core knowledge, functional knowledge, and industry-specific skills that equip graduates to cope with unfolding challenges and opportunities in various sectors.

Definitions

Programme Educational Objectives (PEOs): Programme Educational Objectives are future focused long term goals that describe what graduates of an academic programme are expected to achieve within a few years of graduation. They reflect the career and professional accomplishments that the programme prepares students for.
Graduate Attributes (GAs): Graduate Attributes are qualities, skills and capabilities that a student is expected to acquire by the time they graduate from a programme. These are often generic, transferable skills that apply across disciplines and prepare students for professional success, and lifelong learning.
Programme Outcomes (POs): Programme Outcomes are a set of statements that describes what students (learners) of the programme are expected to know and be able to perform or attain by the time of graduation.
Course Outcomes(COs): Measurable statements that describe what a student is expected to know, do, or value after completing a course.
Generic Core (GC): Compulsory course to be studied by a candidate as a core requirement to complete the requirement of a degree in a said discipline of study. Therefore, Generic Core courses are mandatory and fundamental in nature. These courses cannot be substituted by any other courses.
Generic Elective(GE): An elective course which is common across disciplines / subjects is called a generic elective. ‘Generic Elective’ courses develop generic proficiencies amongst the students.
Specialization Core (SC): Specialization Core are the compulsory courses for all the students of a particular specialization.
Specialization Elective (SE): A ‘Discipline centric’ elective is called ‘Specialization Elective.’ Specialization Elective courses, in the Semester II, III and IV are focused on a specialization.

Graduate Attributes (GAs)

At the end of the MBA programme the learner shall exhibit:

GA1: Managerial and Leadership Competence
GA2: Communication and Interpersonal Effectiveness
GA3: Creativity, Innovation, and Entrepreneurial Mindset
GA4: Research and Analytical Thinking
GA5: Global and Cross-cultural Orientation
GA6: Digital and Technological Proficiency
GA7: Entrepreneurship &Intrapreneurship Orientation
GA8: Results Orientation and Problem Solving
GA9: Ethical, Social, and Environmental Responsibility
GA10: Lifelong Learning and Personal Growth

Foundation Courses

Foundation courses are preparatory programs designed to equip students with the academic skills and knowledge needed for basic understanding of a particular course. With an aim to establish a common foundation in key areas such as Business Analytics, Accounting, and Technology, SBUP offers various bridge courses.

Value Added Courses (VAC)

Value Added Courses are skill-enhancing programs offered by SBUP alongside regular academic curricula to bridge the gap between academic learning and industry requirements, improving students' employability and practical knowledge. The domain specific value added courses will be offered based on current trends and practices of industry.

Program Outcomes

PO1: Domain Knowledge: Gain domain knowledge for understanding business issues and make effective decisions

PO2: Critical Thinking and Problem-Solving Skills: Apply theories, appropriate techniques strategic tools, and technology-driven approaches for planning, analysis, execution, and data-driven decision-making.

PO3: Communication and Leadership Skills: Enhance Communication Skills; verbal, written and presentation skills in students and develop leadership skills by working effectively in teams

PO4: Entrepreneurial Mind Set: Seek information, identify risks, innovate and foster entrepreneurial orientation

PO5: International Perspective: Develop abilities to understand international business environment and assess issues of global significance

PO6: Ethical and Sustainable Business Practices: Foster ethical and sustainable business practices, integrating personal and professional ethics while considering societal and environmental impacts.

PO7: Holistic Development, Indian Ethos and National Security: Elevating personal and professional growth through emotional and social intelligence while embracing the Indian Values and cultural wisdom, and awareness of national security concerns to contribute meaningfully to nation-building.

PO8: Marketing Performance Metrics: Evaluate and optimize marketing performance by applying quantitative metrics such as Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and Return on Marketing Investment (ROMI), enabling data-driven decision-making for enhanced marketing effectiveness.

PO9: Brand Loyalty and Customer Advocacy: Design and implement marketing strategies that build strong brand equity, nurture long-term customer relationships, and encourage advocacy behaviours to drive sustained business growth.

PO10: Strategic Market Intelligence: Apply advanced market research techniques and analytical tools to interpret consumer behaviour and market trends, transforming insights into actionable marketing strategies.

Program Educational Outcomes (PEOs)

PEO1: Professional and Functional Expertise: Provide graduates with proficiency and applied skills in their specialization of choice to function well in dynamic business environment.

PEO2: Leadership, Innovation, and Entrepreneurial Mindset: Cultivate creativity and innovation with an entrepreneurial and intrapreneurial approach for impactful, ethical leadership.

PEO3: Analytical Thinking and Technology Integration: Develop rigorous analytical, quantitative, and problem-solving skills by integrating cutting-edge tools, digital technologies, and data-driven decision-making across business functions.

PEO4: Global Perspective with Societal Responsibility: Develop a global perspective, cross-cultural awareness, and high sense of professional ethics and social responsibility to make meaningful contributions to businesses and society.

PEO5: Lifelong Learning and Adaptability: Foster lifelong learning, self-improvement, and resilience to evolving business environments, equipping graduates for long-term prosperity in diverse career paths.

Comprehensive Concurrent Evaluation (CCE) Methods

The Controller of Examination along with Academics Department prepare the CCE Plan for all the semesters. The CCE parameters are listed below:

Group 1	Group 2	Group 3
Mid Term Examinations	Business Simulations	Project Evaluation
Quiz	Online Certification Courses	Case Study Assessment
Model Development	Presentation	Practical Assignment
-	-	Viva Voce

A combination of above components would form the basis of Comprehensive Concurrent Evaluation for courses.

Assessment

All 3 Credit and some 2 Credit courses will have 50% internal component and 50% component as external [University] examination. All 1 and 6 Credit and some 2 credit Course will have Internal component for evaluation.

Standard Of Passing

The total weightage (100%) for some subject is equally divided (50/50) between Internals and End Term Examinations and some subjects are totally evaluated by internal component. Students are expected to obtain a minimum of 40% of marks in the internals and the End Term Examinations individually to be considered as pass in the particular subject. Sri Balaji University, Pune follows grading system for awarding grade and grade points to students. It follows 10-pointgrade scale, SGPA and CGPA are calculated as the weighted average of grade point multiplied by the credits for the courses.

The system of evaluation will be as follows: For each course, the score of internal assessment and the End term examinations will be added together and then converted into a grade and grade point average. A student shall be said to have earned the credits for the course if he/she earns minimum of 40% marks in internals and End term examinations separately. Grade point less than 4.00 will be treated as grade F (fail). Results will be declared for each semester and the final grade-sheet will give total grades and grade point.

Award Of Degree

Master of Business Administration will be awarded at the end of semester IV examination by taking into consideration the performance of all semester examinations after obtaining minimum 4 CGPA out of 10 CGPA.

Classification of Credits

Semester	Course Type	No. of Courses	Credits	Total Credits
I	Generic Core	2	3	6
I	Generic Core	9	2	18
I	Generic Core	2	1	2
I	Generic Core	1	0	0
I	Generic Elective	2 (4)	2	4
Total		16 (18)	-	30
II	Generic Core	1	3	3
II	Generic Core	7	2	14
II	Generic Core	1	1	1
II	Generic Core	1	0	0
II	Generic Elective	1	4	4
II	Generic Elective	1	3	3
II	Generic Elective	1 (5)	2	2
II	Specialization Elective	2 (5)	2	4
Total		15 (22)	-	31
III	Generic Core	1	6	6
III	Generic Core	7	2	14
III	Generic Core	1	0	0
III	Generic Elective	1 (4)	2	2
III	Specialization Elective	4 (6)	2	8
Total		14 (19)	-	30
IV	Generic Core	1	4	4
IV	Generic Core	6	2	12
Total		7	-	16
Grand Total		52 (66)	-	107

Note: The figures within the brackets represent the total number of subjects offered in that category, while the figures provided outside the brackets indicate the number of courses a student is required to opt for.

*In case a student does not opt for the 4-credit course, he/she can choose two additional 2-credit courses. Accordingly, the total number of courses for such students will increase by 1, i.e., to 16.

Legends
GC: Generic Core	GE: Generic Elective	SE: Specialization Elective
CGPA: Cumulative Grade Point Average	SGPA: Semester Grade Point Average

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Programme Core
08PGGM004	MBA240101	Business Statistics	3	75	75	150
08PGFM005	MBA240102	Financial Management	3	50	50	100
08PGGM036	MBA240105	Economics Theory (Micro & Macroeconomics)	2	50	50	100
08PGGM015	MBA240106	Business Research Methods	2	50	50	100
08PGMM035	MBA240109	Marketing Management - 1	2	50	50	100
08PGMM020	MBA240110	Sales & Distribution Management	2	50	50	100
08PGMM021	MBA240111	Consumer Behaviour	2	50	50	100
08PGFM041	MBA240112	Financial Accounting & Analysis	2	50	50	100
08PGOM002	MBA240116	Operations Management	2	50	50	100
08PGHR029	MBA240123	Organisational Behaviour	2	50	50	100
08PGBA028	MBA240132	Business Modelling using Excel	2	100	0	100
08PGGM001	MBA240133	Business Communication	2	100	0	100
08PGGM043	MBA240138	General Business Management Simulation (FIRM)	1	50	0	50
08PGGM044	MBA240139	EdX 1	1	50	0	50
		Total	28	-	-	-
Open Elective
08PGGM034	MBA240107	Sustainability Management	2	50	50	100
08PGIB011	MBA240121	International Business	2	50	50	100
08PGHR025	MBA240124	Human Resource Management	2	50	50	100
08PGBA097	MBA240129	Introduction to Business Analytics	2	50	50	100
		Total	2	-	-	-

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Programme Core
08PGGM009	MBA240201	Quantitative Techniques	3	75	75	150
08PGGM024	MBA240204	Strategic Management	2	50	50	100
08PGMM036	MBA240205	Marketing Management - II	2	50	50	100
08PGMM027	MBA240206	Services Marketing	2	50	50	100
08PGMM037	MBA240207	Product & Brand Management	2	50	50	100
08PGMM025	MBA240208	Marketing Research	2	50	50	100
08PGMM026	MBA240210	B2B Marketing	2	50	50	100
08PGFM027	MBA240213	Cost And Management Accounting	2	50	50	100
08PGOM040	MBA240219	6 Sigma (KPMG)	2	50	50	100
08PGOM032	MBA240220	Supply Chain Management	2	50	50	100
08PGBA118	MBA240259	Enabling Technologies: Industry 5.0	2	50	50	100
08PGBA108	MBA240260	Cesim Global Challenge	1	50	0	50
08PGGM045	MBA240262	EdX 2	1	50	0	50
		Total	25	-	-	-
Open Elective
08PGMM038	MBA240211	Internet Marketing	2	50	50	100
08PGBA061	MBA240248	Marketing Analytics	2	50	50	100
08PGBA060	MBA240251	Data Visualisation Using Tableau	2	50	50	100
08PGBA062	MBA240255	SAP SD	4	100	100	200
		Total	4	-	-	-

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Programme Core
08PGGM021	MBA240301	Design Thinking	2	50	50	100
08PGGM030	MBA240302	Entrepreneurship	2	50	50	100
08PGMM039	MBA240304	Influencer Marketing	2	50	50	100
08PGMM031	MBA240305	Integrated Marketing Communication	2	50	50	100
08PGMM022	MBA240307	Retail Management	2	50	50	100
08PGMM019	MBA240308	Rural Marketing	2	50	50	100
08PGBA111	MBA240340	Metaverse for Marketing	2	50	50	100
08PGGM039	MBA240367	Research Paper Writing	3	0	150	150
08PGGM028	MBA240368	Summer Internship	6	0	300	300
08PGGM046	MBA240370	Edx 3	1	50	0	50
		Total	24	-	-	-
Open Elective
08PGMM029	MBA240306	International Marketing Management	2	50	50	100
08PGMM024	MBA240310	Marketing of Financial Services (BFSI)	2	50	50	100
08PGMM040	MBA240311	Pricing Management	2	50	50	100
08PGMM028	MBA240312	Strategic Marketing	2	50	50	100
08PGBA077	MBA240350	Customer Relationship Management	2	50	50	100
08PGBA110	MBA240353	Introduction to Artificial Intelligence and Machine Learning	2	50	50	100
		Total	8	-	-	-

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Programme Core
08PGGM029	MBA240401	Business Ethics & Corporate Governance	2	50	50	100
08PGGM033	MBA240403	Disaster Management	2	50	50	100
08PGGM031	MBA240404	Corporate Social Responsibility & Sustainability	2	50	50	100
08PGMM033	MBA240406	Green Marketing	2	50	50	100
08PGMM030	MBA240407	Sports Marketing	2	50	50	100
08PGMM041	MBA240408	Innovation and New Product Development	2	50	50	100
08PGGM032	MBA240425	Dissertation	6	0	300	300
08PGGM047	MBA240426	Edx 4	1	50	0	50
		Total	19	-	-	-

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Generic Core
08PGGM004	MBA250101	Business Statistics	3	75	75	150
08PGFM019	MBA250102	Management Accounting	3	75	75	150
08PGGM048	MBA250104	Microeconomics	2	50	50	100
08PGOM002	MBA250105	Operations Management	2	50	50	100
08PGHR029	MBA250106	Organisational Behaviour	2	50	50	100
08PGGM015	MBA250107	Business Research Methods	2	50	50	100
08PGMM001	MBA250108	Marketing Management	2	50	50	100
08PGGM052	MBA250109	Principles and Practices of Entrepreneurship	2	100	0	100
08PGHR042	MBA250110	Fundamentals of Human Resource Management	2	50	50	100
08PGGM050	MBA250115	Indian Knowledge System	1	50	0	50
08PGGM051	MBA250116	Project Based Learning	1	25	25	50
08PGGM049	MBA250117	Holistic Development - Health & Wellness	0	0	0	0
08PGMM020	MBA250118	Sales & Distribution Management	2	50	50	100
08PGMM021	MBA250119	Consumer Behaviour	2	50	50	100
		Total	26	725	575	1300
Generic Elective (Select any 2 from 4 courses)
08PGBA122	MBA250127	Business Modelling using Spreadsheet	2	50	50	100
08PGGM001	MBA250128	Business Communication	2	100	0	100
08PGGM053	MBA250129	Business, Government and Society	2	50	50	100
08PGGM054	MBA250130	Management concepts and Applications	2	50	50	100
		Total	4	0	0	200

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Generic Core
08PGFM005	MBA250201	Financial Management	3	75	75	150
08PGGM024	MBA250202	Strategic Management	2	50	50	100
08PGGM056	MBA250203	Macro-economics	2	50	50	100
08PGBA123	MBA250204	Business Analytics	2	50	50	100
08PGGM058	MBA250214	Sustainability Management	1	50	0	50
08PGGM057	MBA250215	Holistic Development - Professional Etiquettes	0	0	0	0
08PGMM026	MBA250216	B2B Marketing	2	50	50	100
08PGMM022	MBA250217	Retail Management	2	50	50	100
08PGMM027	MBA250218	Services Marketing	2	50	50	100
08PGMM037	MBA250219	Product & Brand Management	2	50	50	100
		Total	18	475	425	900
Generic Elective (Select one SAP course of 4 credits, one course of 2 credits and one course of 3 credits) or (Select three non-SAP courses of 2 credits each and one course of 3 credits)
08PGBA062	MBA250236	SAP -SD	4	100	100	200
08PGOM061	MBA250242	Quantitative Techniques	3	75	75	150
08PGOM032	MBA250244	Supply Chain Management	2	50	50	100
08PGBA133	MBA250246	Data Visualization for Business	2	50	50	100
08PGGM059	MBA250247	Legal Aspects of Business (LAB)	2	50	50	100
08PGGM060	MBA250248	The Art of Storytelling	2	50	50	100
08PGGM061	MBA250249	Managerial Mindset	2	50	50	100
		Total	9	225	225	450
Specialization Elective (Select any 2 from 5 courses from respective Specialization)
08PGMM050	MBA250251	Digital Marketing & Social Media	2	50	50	100
08PGMM025	MBA250252	Marketing Research	2	50	50	100
08PGMM042	MBA250253	Transformative Marketing	2	50	50	100
08PGMM043	MBA250254	Agriculture Marketing	2	50	50	100
08PGMM044	MBA250255	Entrepreneurial Marketing	2	50	50	100
		Total	4	100	100	200

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Generic Core
08PGGM028	MBA250301	Summer Internship	6	150	150	300
08PGGM062	MBA250302	Research Paper Writing	2	50	50	100
08PGGM021	MBA250303	Design Thinking	2	50	50	100
08PGGM063	MBA250314	Holistic Development - Holistic Quotients	0	0	0	0
08PGMM031	MBA250315	Integrated Marketing Communication	2	50	50	100
08PGMM051	MBA250316	Customer Relationship Management	2	50	50	100
08PGMM028	MBA250317	Strategic Marketing	2	50	50	100
08PGMM045	MBA250318	Marketing Analytics	2	50	50	100
08PGMM019	MBA250319	Rural Marketing	2	50	50	100
		Total	20	50	50	1000
Generic Elective (Select any 1 from 4 courses)
08PGGM064	MBA250339	Indian Ethos and Values for Management	2	50	50	100
08PGGM033	MBA250338	Disaster Management	2	50	50	100
08PGGM065	MBA250340	Intellectual Property Rights	2	50	50	100
08PGBA147	MBA250341	AI in Business	2	50	50	100
		Total	2	50	50	100
Specialization Elective (Select any 4 from 6 courses as per Specialization)
08PGMM029	MBA250342	International Marketing Management	2	50	50	100
08PGMM040	MBA250343	Pricing Management	2	50	50	100
08PGMM046	MBA250344	Neuro marketing	2	50	50	100
08PGMM047	MBA250345	Luxury Marketing	2	50	50	100
08PGMM048	MBA250346	Marketing Failure and Strategic lessons	2	50	50	100
08PGMM049	MBA250347	Guerrilla Marketing	2	50	50	100
		Total	8	200	200	400

Catalogue Code	Course Code	Course Title	Credit	Internal Marks	External Marks	Total Marks
Generic Core
08PGGM067	MBA250401	Dissertation	4	100	100	200
08PGGM029	MBA250402	Business Ethics & Corporate Governance	2	50	50	100
08PGIB019	MBA250403	Geopolitics in Business	2	50	50	100
08PGGM066	MBA250404	Corporate Social Responsibility	2	50	50	100
08PGMM033	MBA250411	Green Marketing	2	50	50	100
08PGMM030	MBA250412	Sports Marketing	2	50	50	100
08PGMM041	MBA250413	Innovation and New Product Development	2	50	50	100
		Total	16	400	400	800

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