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Last updated:

September 26, 2023

Duration:

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FREE

This course includes:

Unlimited Duration

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Description

Marketing Management I. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial Management and Engineering, IIT Kanpur.

The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. (from nptel.ac.in)

Course Curriculum

    • Lecture 01 – Defining Marketing Unlimited
    • Lecture 02 – Core Concepts in Marketing Unlimited
    • Lecture 03 – Case Studies: Honda Activa, Tata Nano Unlimited
    • Lecture 04 – Marketing of Services Unlimited
    • Lecture 05 – Evolution of Marketing Unlimited
    • Lecture 06 – Contemporary Issues in Modern Marketing Practices Unlimited
    • Lecture 07 – Introduction to Competitor Analysis Unlimited
    • Lecture 08 – Marketing Objectives Unlimited
    • Lecture 09 – Strategy and Core Competency Unlimited
    • Lecture 10 – PESTEL Framework Unlimited
    • Lecture 11 – Competitive Analysis Unlimited
    • Lecture 12 – Case Study: Competitive Analysis Unlimited
    • Lecture 13 – Introduction to Marketing Information System Unlimited
    • Lecture 14 – Components of a Marketing Information System Unlimited
    • Lecture 15 – Marketing Research Process Unlimited
    • Lecture 16 – Management Decision Problem (MDP) and Marketing Research Problem (MRP) Unlimited
    • Lecture 17 – Exploratory Research Unlimited
    • Lecture 18 – Exploratory Research (cont.) Unlimited
    • Lecture 19 – Causal Research Unlimited
    • Lecture 20 – Measurement and Scaling Unlimited
    • Lecture 21 – Questionnaire and Sampling Unlimited
    • Lecture 22 – Sampling Techniques Unlimited
    • Lecture 23 – Data Collection, Preparation and Analysis Unlimited
    • Lecture 24 – Multivariate Data Analysis Unlimited
    • Lecture 25 – Introduction to Consumer Behaviour and Need Recognition Unlimited
    • Lecture 26 – Information Search Unlimited
    • Lecture 27 – Socio-cultural Influences on the Consumer Buying Process Unlimited
    • Lecture 28 – Psychological Influences on Consumer Buying Process Unlimited
    • Lecture 29 – Evaluation of Alternatives Unlimited
    • Lecture 30 – Purchase and Post Purchase Evaluation Unlimited
    • Lecture 31 – Service Consumption Unlimited
    • Lecture 32 – Structural Models of Attitude Unlimited
    • Lecture 33 – Industrial Buyer Behaviour Unlimited
    • Lecture 34 – Industrial Buyer Behaviour (cont.) Unlimited
    • Lecture 35 – Industrial Marketing Program and Buying Process Unlimited
    • Lecture 36 – Three Dimension of Industrial Buyer Behaviour Unlimited
    • Lecture 37 – Consumer Decision-Making Process Revisited Unlimited
    • Lecture 38 – Identifying and Choosing Opportunities Unlimited
    • Lecture 39 – Market Segmentation Unlimited
    • Lecture 40 – Market Segmentation (cont.) Unlimited
    • Lecture 41 – Segmentation and Targeting Unlimited
    • Lecture 42 – Segmentation and Post Segmentation Strategies Unlimited
    • Lecture 43 – Introduction to Marketing Strategy Unlimited
    • Lecture 44 – Positioning Unlimited
    • Lecture 45 – Segmentation and Targeting in B2B Market Unlimited
    • Lecture 46 – Crafting the Positioning and Branding Effectively Unlimited

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