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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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September 26, 2023

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Last updated:

September 26, 2023

Duration:

Unlimited Duration

FREE

This course includes:

Unlimited Duration

Badge on Completion

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Description

Marketing Management II. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial and Management 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 – 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
    • 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 25 – Introducing to Pricing Unlimited
    • Lecture 26 – Considerations for Setting the Price Unlimited
    • Lecture 27 – Determining the Demand and Cost Estimation Unlimited
    • Lecture 28 – Cost Estimation and Break-Even Analysis Unlimited
    • Lecture 29 – Different Methods of Pricing Unlimited
    • Lecture 30 – Different Methods of Pricing (cont.) 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 37 – Retail Marketing Management Unlimited
    • Lecture 38 – Choosing Retail Location and Layout Unlimited
    • Lecture 39 – Introduction to Integrated Marketing Communications Unlimited
    • Lecture 40 – Models and Communication Unlimited
    • Lecture 41 – Designing and Wholesaling Marketing Communication Unlimited
    • Lecture 42 – Digital Marketing Communication 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

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