This is part-II 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.
INTENDED AUDIENCE
Anyone interested in learning about it
PRE-REQUISITES
Graduation, Marketing Management-I
INDUSTRY SUPPORT
FMCG, Automotive, Chemical, Pharmaceutical, Engineering and Service Industries
ABOUT THE INSTRUCTOR
Prof. Jayanta Chatterjee is an Adjunct Senior Professor of Marketing, Sales and Strategy in the Department of Industrial and Management Engineering at IIT Kanpur. An Electrical Engineering graduate from Jadavpur University, M.Tech and PhD from IIT Delhi,(.) Prof. Chatterjee has eighteen years of Management teaching experience in India and abroad and 30 years of hands on management experience in different countries. He has risen through Sales, Marketing, Project Management, Technology and Business development functions in top multinationals like Siemens, Allen Bradley, and Rockwell International to CEO and Executive Director positions. He has founded two successful start-ups and mentored many. His earlier courses on Marketing Management I and II, Strategic marketing and Managing Services on NPTEL are well subscribed. The book on Services marketing co-authored by Prof Chatterjee and published by Pearson India is also well known.
Prof. Shashi Shekhar Mishra is currently working as Assistant Professor in the Department of Industrial and Management Engineering at Indian Institute of Technology Kanpur since December 2011. Dr. Mishra has received his PhD (Marketing) from Indian Institute of Management, Lucknow. He holds an Engineering degree in chemical technology from H.B.T.I. Kanpur, and has worked for three years in petrochemical and automobile industry before joining the doctoral program at IIM Lucknow. He has professional experience in the area of Product Management, Technology Strategy, and Business-to-Business marketing. With more than eight years of industrial, teaching, research, training and consulting experience, Dr. Mishra has several research publications in internationally acclaimed journals and conferences. His research interest include: New Product Development, Marketing Strategy, High-technology Product Marketing, and Advanced Marketing Research & Analytics.
Additional information
Institute
IITK
Total hours
20
Certification Process
1. Join the course
Learners may pay the applicable fees and enrol to a course on offer in the portal and get access to all of its contents including assignments. Validity of enrolment, which includes access to the videos and other learning material and attempting the assignments, will be mentioned on the course. Learner has to complete the assignments and get the minimum required marks to be eligible for the certification exam within this period.
COURSE ENROLMENT FEE: The Fee for Enrolment is Rs. 2000 + GST
2. Watch Videos+Submit Assignments
After enrolling, learners can watch lectures and learn and follow it up with attempting/answering the assignments given.
3. Get qualified to register for exams
A learner can earn a certificate in the self paced course only by appearing for the online remote proctored exam and to register for this, the learner should get minimum required marks in the assignments as given below:
CRITERIA TO GET A CERTIFICATE
Assignment score = Score more than 50% in at least 6/8 assignments.
Exam score = 50% of the proctored certification exam score out of 100
Only the e-certificate will be made available. Hard copies will not be dispatched.”
4. Register for exams
The certification exam is conducted online with remote proctoring. Once a learner has become eligible to register for the certification exam, they can choose a slot convenient to them from what is available and pay the exam fee. Schedule of available slot dates/timings for these remote-proctored online examinations will be published and made available to the learners.
EXAM FEE: The remote proctoring exam is optional for a fee of Rs.1500 + GST. An additional fee of Rs.1500 will apply for a non-standard time slot.
5. Results and Certification
After the exam, based on the certification criteria of the course, results will be declared and learners will be notified of the same. A link to download the e-certificate will be shared with learners who pass the certification exam.
CERTIFICATE TEMPLATE
Course Details
Week-1 Introduction to Marketing
Defining Marketing
Core concepts in Marketing
Evolution of Marketing
Marketing Planning Process
Contemporary Issues and Practices
Week-2 Scanning the Business Environment
The value chain
Core Competencies
Strategic Planning Process
PESTEL
Competition Analysis
SWOT Analysis
Week-3&4 Marketing Information System and Marketing Research
Role of Marketing Information
System in Managerial Decision Making Process
Components of Marketing Information systems
The Marketing Research Process: An overview
Defining the Management Decision Problem and Marketing Research Problem
Framing Research Objectives and developing the research plan
Exploratory vs. Conclusive Research
Week-5&6 Buyer Behavior
Consumer Behavior
Consumer buying process model
What Influences Consumer Behavior
Key Psychological Processes
The Buying Decision Process: The Five Stage Model
Other Theories of Consumer Decision Making
Industrial Buyer Behavior
Concept of Buying Center
Industrial buying process model
Influence of Economic and Behavioral Factors
Influence of Procurement Organization
Role of Negotiation Process
Week-7&8 Generic Marketing Strategies
Defining Market Segmentation
Bases of segmentation
Evaluation and Targeting Market Segments
Brand Positioning and Differentiation
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