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Quick Facts

Medium Of InstructionsMode Of LearningMode Of Delivery
EnglishSelf StudyVideo and Text Based

Courses and Certificate Fees

Fees InformationsCertificate AvailabilityCertificate Providing Authority
INR 1000yesIIT Kanpur

The fees for the course Marketing Management - I is :

Fees componentsAmount
Exam feesRs. 1,000

The Syllabus

  • Defining Marketing
  • Core concepts in Marketing
  • Evolution of Marketing
  • Marketing Planning Process
  • Contemporary Issues and Practices

  • The value chain
  • Core Competencies
  • Strategic Planning Process
  • PESTEL
  • Competition Analysis
  • SWOT Analysis

  • 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

  • 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 

  •  Defining Market Segmentation 
  •  Bases of segmentation 
  •  Evaluation and Targeting Market Segments
  • Brand Positioning and Differentiation

Instructors

Articles

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