Marketing management is a business discipline focused on the practical application of marketing techniques. It includes planning and execution of pricing, promotion, distribution of products and services to satisfy customer needs and wants. Globalisation has taken firms beyond borders. The trend is to adapt marketing practices to achieve competitive advantages and increase profitability. Marketing management is important for providing superior customer value.

The specialisation provides an opportunity for students to conduct market research and analyse contemporary issues, challenges, and strategies. The development of a marketing framework, business model, service marketing and branding strategies are the topics of interest.

M S Ramaiah University of Applied Sciences (MSRUAS) offers post graduate degree programme in M.B.A. with Marketing Management specialisation. The specialisation in Marketing Management provides opportunity for students to conduct market research and analyse the contemporary issues, challenges and strategies. The development of marketing frame work, business models, marketing plans, digital marketing, service marketing and branding strategies are the topics of interest. These topics of study imbibe research to analyse marketing strategies. 

With an emphasis on digital marketing, FMC has been an early adopter of curriculum in digital and social media marketing and offers these as specialization electives to students and certification programmes to working professionals.

The aim of the programme is to create professional management graduates specialising in sales and marketing management, who can devise sales and marketing strategies, plan and execute sales and marketing activities, capture customer feedback for continuous product improvement to achieve the stated business goals of the organisation.

The MBA ( Marketing) programme covers: concepts of management in general and sales and marketing management principles in particular, sales and marketing strategies to achieve organisational goals, concepts and applications of digital and social media marketing, marketing ethics and legal aspects, frameworks to achieve sales and marketing targets, managing teams to execute sales and marketing strategies, financial statements and develop methods for enhanced marketing performance, software tools for data analytics, marketing research, product management, brand building, teamwork, life-long learning and continuous improvement

Coursework includes basic business functions followed by Marketing Management, Consumer Behaviour, Marketing Communications, Sales and Distribution, International Marketing, Product and Brand Management, Services Marketing, Digital and Social Media Marketing, Marketing Analytics and Marketing with Social responsibility.