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Marketing Management II. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial and Management Engineering, IIT Kanpur.
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English
English [CC]
FREE
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Description
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 content
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- Lecture 01 – Brief Recap of Basic Concepts from Marketing Management I Unlimited
- Lecture 02 – Brief Recap of Basic Concepts from Marketing Management I (cont.) Unlimited
- Lecture 03 – Product – An Important Component of the 4P Unlimited
- Lecture 04 – New Product Development Unlimited
- Lecture 05 – New Product Development (cont.) Unlimited
- Lecture 06 – Entrepreneurial Marketing Unlimited
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- Lecture 07 – Screening New Product Ideas Unlimited
- Lecture 08 – Diffusion of Innovation Unlimited
- Lecture 09 – Product Life Cycle and Introduction to Strategy Unlimited
- Lecture 10 – Strategy for New Product Introduction Unlimited
- Lecture 11 – Strategy for New Product Introduction (cont.) Unlimited
- Lecture 12 – Marketing Strategies for Different Stages in PLC Unlimited
- Lecture 13 – Introduction to Brand, Branding and Brand Equity Unlimited
- Lecture 14 – Strategic Brand Management Process Unlimited
- Lecture 15 – Brand Building Unlimited
- Lecture 16 – Brand Building (cont.) Unlimited
- Lecture 17 – Secondary Associations of a Brand and Advantages of Brand Unlimited
- Lecture 18 – Measuring Brand Equity and Other Brand Related Constructs Unlimited
- Lecture 19 – Global Dimensions of Brands Unlimited
- Lecture 20 – Brand Message and Advantage of Brand Unlimited
- Lecture 21 – Branding Strategies Unlimited
- Lecture 22 – Branding Strategies (cont.) Unlimited
- Lecture 23 – Strategic Brand Management Unlimited
- Lecture 24 – Creating a Powerful Brand Unlimited
- Lecture 31 – Introduction to Distribution Unlimited
- Lecture 32 – Types of Channel and Their Dynamics Unlimited
- Lecture 33 – Different Channel Options Unlimited
- Lecture 34 – Integrated Marketing Channel Unlimited
- Lecture 35 – Retailing and Wholesaling Unlimited
- Lecture 36 – Retailing and Wholesaling (cont.) Unlimited
- Lecture 43 – Introduction to Services Marketing Unlimited
- Lecture 44 – Characteristics of Services Unlimited
- Lecture 45 – Failure of Service and Solution Unlimited
- Lecture 46 – Service Quality Unlimited
- Lecture 47 – Recap of Important Concepts Unlimited
- Lecture 48 – Recap of Important Concepts (cont.) Unlimited
Instructor
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