Marketing Management-I

This is part-I of a course on Marketing Management. 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.

Defining Marketing.
Core Concepts in Marketing.
Case Studies.
Marketing of Services.
Evolution of Marketing.
Contemporary Issues in Modern Marketing Practices.
Introduction to Competitor Analysis.
Marketing Objectives.
Strategy and Core Competency.
PESTEL Framework.
Competitive Analysis.
Case Study.
Introduction To Marketing Information System.
Components of a Marketing Information System.
Marketing Research Process.
MDP and MRP.
Exploratory Research.
Exploratory Research - Continued.
Causal Research.
Measurment and Scaling.
Questionnaire and Sampling.
Sampling Techniques.
Data Collection, Preparation and Analysis.
Multivariate Data Analysis.
Introduction to Consumer Behviour and Need Recognition.
Information Search.
Socio-Cultural Influences on the Consumer Buying Process.
Psychological Influences on Consumer Buying Process.
Evaluation of Alternatives.
Purchase and Post Purchase Evaluation.
Service Consumption.
Structural Models of Attitude.
Industrial Buyer Behaviour I.
Industrial Buyer Behaviour II.
Industrial Marketing Program and Buying Process.
Three Dimension of Industrial Buyer Behaviour.
Consumer Decision-Making Process Revisited.
Identifying and Choosing Oppurtunities.
Market Segmentation.
Market Segmentation - II.
Segmentation and Targeting.
Segmentationa and Post Segmentation Strategies.
Introduction to Marketing Strategy.
Positioning.
Segmentation and Targeting in B2B Market.
Crafting the Positioning and Branding Effectively.