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MBA in Marketing

MBA in Marketing

MBA-M ·
Masters
·
2 years
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The Master of Business Administration in Marketing (MBA- Marketing) program of Tribhuvan University seeks to develop professional skills in students needed to tackle the challenges of today's dynamic and complex business environment. This program is designed to equip students with the theoretical insights, analytical capabilities and professional skills required for business leaders as well as functional managers of wide array of business fields. This program is relevant to undergraduate students from management and other disciplines as well as lower and middle-level corporate managers from different industry sectors who aspire to be promoted to higher-level executive positions.

The program will ingrain the knowledge, skills and attitude in students needed to successfully lead a unit, functional area, project or the entire business organization wherever they join. The relevance of knowledge and skills gained during the program will increase as they climb the corporate hierarchy. However, the knowledge and skills gained during the program will be highly relevant just after the completion of MBA degree particularly if the students aspire to become entrepreneurs, business analysts, and associate marketing consultants. Besides foundation and core theoretical courses, students will undergo seminar, practicum courses, experiential learning projects and dissertations, which will inculcate in them the skills to handle marketing-related issues within the organization alongside improving external stakeholder relations, and giving the right direction to the entire organization by navigating the wave of complexity, diversity and uncertainty.

Program Objectives

  1. Prepares students, who may or may not have a background in business, for careers in strategic marketing management of businesses, government agencies, and non-profit enterprises;

  2. Equip students with the theories, methods and systems needed for the strategic analysis, development, execution and measurement of marketing programs;

  3. Enable students to explore a variety of leading-edge marketing topics including brand management, marketing analytics, sales, marketing research and strategy, consumer behavior, new product development and pricing – along with critical customer-centric marketing competencies in marketing analytics, managing technology-intensive markets, services marketing and sales management;

  4. Develop broad skills and knowledge in different functions of business, accounting, finance, operations, management, and leadershipetc.

  5. Produce functional managers, particularly the marketing managers, with requisite skills who can understand and manage different areas of marketing.

  6. Develop self-motivated and competent business analysts and consultants, equipped with capacity to provide advisory services to others and/or launch their own firms in the chosen sector of business; and

  7. Prepare responsible business leaders and managers by ingraining the principles of ethics and responsibility in order to create a win-win situation between business and society.

Learning Outcomes

MBA-marketing is designed to prepare students who are interested in a marketing and/or marketing management career.

Students will gain an understanding of broad marketing functions in management settings as well as a broad-based foundation in finance, accounting, and management. While gaining an understanding of the business environment, the course provides an overview of social, political, legal, technological, economic, behavioral, ethical, and international aspects of marketing. Successful graduates of the marketing concentration will be able to:

  1. Mastery of Marketing Content: Understand fundamental marketing concepts, theories, and principles in areas of marketing.

  2. Application: Apply the knowledge, concepts, tools necessary to overcome challenges, and issues of marketing in a changing technological landscape.

  3. Creative Problem Solving: Develop creative solutions to marketing problems.

  4. find positions in public and private organizations, government, not-for-profit organizations, sales, research, advertising and promotion, management, and consulting.

  5. Demonstrate the professional managerial skills and apply the principles of ethics and corporate responsibility in order to create a win-win situation between business and society.

Salient Features

Study Tour

For acquainting students with the real situations of different areas of marketing in the corporate, government, and non-profit sectors of the country, industrial tour will be conducted in the third semester.

As part of the course, an industrial tour of 3 to 4 days will be conducted in some industrial areas either in or outside Kathmandu valley for exposing them to organizational reality in the context of Nepal. Students are required to take part and submit written reports of their visits.

Class Modalities

CDM will implement the MBA-Marketing courses, and project-based classes centered on the study of problem solving courses through lectures, class and group discussion, case study, project work, workshop, seminars, business simulations and so on.

Course Structure Curricular Structure 

The MBA in Marketing is split into four semesters. The courses comprise 60 credits, made up of foundation, core, capstone and elective courses. The program is designed in such a manner that the skills of the students can be developed in a gradual manner.

Eligibility

BBM, BBA, BTTM, BBS, BPA, BMS or equivalents in any discipline with a minimum CGPA of 2.00 or second division marks.

Admission Criteria

Student Intake

The program is designed for class size of 35 students. Students' intake will be once a year in spring (Jan-Feb) intake.

Eligibility and Admission Tests 

The minimum qualification required to apply for the program are as follows:

  • A minimum Bachelor’s Degree with a minimum CGPA score of 2 in semester system or 45 percent in the annual system.

Students’ intake will be based on a highly competitive basis with a three-stage screening evaluations:

  1. CDMAT written test 

  2. Group discussions 

  3. Individual presentation on a given topic.

  4. Personal interview by the expert panel.

The Central Department of Management shall conduct a four stage admission tests for appropriate screening of applicants. The applicants shall be screened in each of the stages. 

  • Written test: This test will be based on the CDMAT format. The duration of the test will be 3 hours and 30 minutes. 

  • Group discussion: Groups discuss on a given topic. Performance of applicants is evaluated by a panel of judges based on leadership, language, logical arguments, and conclusions. 

  • Individual presentation: Applicants present their views and opinions on a given topic to the panel of judges. 

  • Personal interview: Personal interview will be conducted by a panel of judges based on applicant’s motivation level, attitude and capability to handle the pressure and rigors of the MBA –Marketing.

Orientation and Socialization

After the admission of students to the program, the CDM will arrange an in-house orientation and socialization program to students and bear all the cost thereon.

Curricular Structure

Foundation, Core, and Capstone Courses

S.No Course Title Credits
1 Statistics for Manager 3
2 Organizational Behavior and Talent Management 3
3 Marketing Management 2
4 Accounting for Managers 3
5 Managerial Communication 2
6 Managerial Economics 2
7 Corporate Governance and Business Ethics 2
8 Managerial Finance 3
9 International and Multi-National Marketing 2
10 Service Marketing 2
11 Consumer Behavior Analysis 2
12 Integrated Marketing Communication 2
13 Supply Chain Management 2
14 Basic Marketing Research 2
15 Managing Product and Service Innovation 2
16 Strategic Marketing 2
17 Customer Relationship Management 2
18 Business Environment and Corporate Strategy 3
19 Entrepreneurial Marketing 2
20 Strategic Brand Management 2
21 E-Marketing Practicum 1
22 Marketing Plan Development Practicum 1

ELECTIVES 2+2 = 4

(Any two courses of the following courses, 2 credits each)

  • Retail Management

  • Sales-Force Management

  • Social Media and Digital Marketing

  • Sales and Channel Management

  • Business to Business Marketing

  • Agricultural Marketing

  • Tourism Marketing

  • Event Marketing

  • Marketing for Non-Profit Organizations

  • Pricing and Yield Management

  • Marketing of Financial Services

Experiential Learning Project                                                                                         3

Dissertation                                                                                                                  6

Course Cycle

Semester I
S.No Course Title Credits
1 Statistics for Manager 3
2 Organizational Behavior and Talent Management 3
3 Marketing Management 2
4 Accounting for Managers 3
5 Managerial Communication 2
6 Managerial Economics 2
Total   15
Semester II
S.No Course Title Credits
1 Managerial Finance 3
2 Corporate Governance and Business Ethics 2
3 International and Multi-National Marketing 2
4 Managing Product and Service Innovation 2
5 Consumer Behavior Analysis 2
6 Integrated Marketing Communication 2
7 Customer Relationship Management 2
8 e-Marketing Practicum 1
Total   16
Semester III
S.No Course Title Credits
1 Basic Marketing Research 2
2 Supply Chain Management 2
3 Strategic Marketing 2
4 Elective I 2
5 Strategic Brand Management 2
6 Experiential Learning Project 3
7 Marketing Plan Development Practicum 1
Total   14
Semester IV
S.No Course Title Credits
1 Business Environment and Corporate Strategy 3
2 Entrepreneurial Marketing 2
3 Elective II 2
4 Service Marketing 2
5 Dissertation 6
Total   15

Experiential Learning (Internship)

Students are required to undertake internships for practical exposure in the real world of business for a period of 10 to 12 weeks. Students are required to submit the Experiential Learning (Internship) Project Report in the prescribed format provided by the CDM office. The evaluation of students for Experiential Learning will be based on the confidential report of authorized officials of the host organization (40 percent) and internship report (30 percent) and presentation of the report in a seminar (30 percent).

Dissertation

The students are required to undertake a research assignment and prepare a Dissertation Report under the research guidelines provided by the CDM. Students are required to attend the viva-voce examination and give a seminar presentation. The weightage given for viva and the research report will be 40 percent and 60 percent respectively. For the evaluation of the research report, the Research Committee at CDM will appoint the external examiner. 

Examination and Evaluation

The performance of students will be evaluated through ongoing in-semester evaluations and semester-end examinations. The office of the examination of FoM shall have the final authority in conducting, evaluating, and awarding grades in semester-end examinations. The course facilitator (instructor) will decide the grades in the in-semester evaluations.

In-semester Evaluations

The in-semester (internal) evaluation shall generally have a total weight of 50 percent in class-room based course. The concerned faculty shall be responsible for the continuous in-semester evaluations. The in-semester evaluation shall be based on a student’s performance in in-class presentations, case analysis, and project assignments, class tests, and others as required by the course. A student must secure a minimum Grade Point Average (GPA) of 2.7 or Grade B minus (B-) in a course in order to be eligible to appear in the semester-end examination of that course. 

Assessment Methods

A range of assessment methods are used across the course, the choice of which reflects the needs and demands of the different types of the course modules. Some course modules will assess the ability to work collaboratively in a team and others will assess individual capability. Types of assessment will range from written examinations to the group and individual presentation, article review and synopsis writing, case study and analysis, quizzes, role play, attendance & class participation, seminars, research-based project reports, and other practical activities as deemed appropriate for the concerned courses.

Semester-end Examinations

The semester-end examinations on course work-related subjects shall have a total weight of 50 percent. The semester-end examination shall be based on problem-solving questions, analytical questions, and case studies, or any other formats as demanded by a course. The duration of the examination shall be 4 hours for 3 and 4 credit hour courses and 3 hours for 2 credit hour courses. The semester-end examinations will be conducted by the examination office of FoM. 

Student Attendance

This program is a fusion of academic and professional programs. This program demands a very high level of commitment from students. Students are required to attend regularly all classes and presentations as required by the course. Students failing to attend at least 80 percent of classes shall not be allowed to appear in the semester-end examinations.

Evaluation of Seminar and Practicum Courses

The detailed terms of reference [TOR] of the learning strategies and evaluation scheme will be provided by the concerned course instructor.

Grading System

The grading system followed in the program will be based on the absolute performance of a student in the in-semester evaluations and semester-end examinations. The performance of a student in the MBA-Marketing program shall be made on a four-point scale ranging from 0 to 4. The passing grade in the semester-end examination for an individual paper shall be a grade “B minus” or a GPA of 2.7 (50 percent). In order to pass the semester examinations, the student must secure a minimum of Grade “B” or Cumulative Grade Point Average (CGPA) of 3.0. The following table presents the Letter Grade, GPA, percentage equivalent, and Performance Remarks for the program:

 

Grade CGPA Percentage Equivalent Performance Remarks

A 4.0 90 and above Distinction

A- 3.7 80 - 89.9 Very Good

B+ 3.3 70 - 79.9 Good

B 3.0 60 - 69.9 Fair

B- 2.7 50 - 59.9 Pass in Individual Course

F 0 below 50 Fail

The students shall receive their semester grades and academic transcript grades only in letter grades and GPA scores. 

Failing in Course

Students who do not qualify to appear in the semester-end examinations will have to re-register and retake the course as per the semester cycle. Students who are qualified but failed to appear in the semester-end examinations or fail in the semester-end examination can appear in make-up examinations conducted by the Faculty of Management Examinations Control Division (FOMECD).

Degree Requirements

To receive a Master of Business Administration in Marketing degree the student must have:

  • ‘B’ minus or better grade in each of the courses as specified in the curricular structure section;

  • Obtained an overall CGPA of 3.0 or better after combining the GPAs obtained in all courses and projects;

  • Completed all the course requirements as specified in the curricular structure section within the maximum time period of five years from the date of registration.