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Courses » Marketing Management-I

Marketing Management-I

ABOUT THE COURSE
 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.

INTENDED AUDIENCE
Anyone interested in learning about it

PRE-REQUISITES
Nil

INDUSTRIES THAT WILL VALUE THIS
 FMCG, Automotive, Chemical, Pharmaceutical, Engineering and Service Industries

3394 students have enrolled already!!

COURSE INSTRUCTOR


Prof. Jayanta Chatterjee is Senior Professor of Marketing, Strategy and Innovation 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 fifteen 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 Strategic marketing and Managing Services on NPTEL are well subscribed. The book on Services marketing co-authored by Prof Chatterjee is also well known.
 
Dr. 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.
COURSE LAYOUT

 Week-1 Introduction to Marketing
o Defining Marketing
o Core concepts in Marketing
o Evolution of Marketing
o Marketing Planning Process
o Contemporary Issues and Practices

Week-2 Scanning the Business Environment
o The value chain
o Core Competencies
o Strategic Planning Process
o PESTEL
o Competition Analysis
o SWOT Analysis

Week-3&4 Marketing Information System and Marketing Research
o Role of Marketing Information
System in Managerial Decision Making Process
o Components of Marketing Information systems
o 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
o 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
o 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
o Defining Market Segmentation
o Bases of segmentation
o Evaluation and Targeting Market Segments
o Brand Positioning and Differentiation

Certification Exam

The exam is optional. Exams will be on 20 March 2016 and 27 March 2016.
Time: 2pm-5pm

Tentative list of exam cities: http://nptel.ac.in/noc/pdf/Exam%20City-list.pdf

Registration url: Announcements will be made when the registration form is open for registrations.

The online registration form has to be filled and the certification exam fee of approximately Rs 1000 needs to be paid.

Certificate

Certificate will be given to those who register and write the exam. Certificate will have your name, photograph and the score in the final exam.

It will have the logos of NPTEL and IIT Kanpur. It will be e-verifiable at nptel.ac.in/noc.