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Marketing Management

By Dr. Pradeep P. Prajapati   |   Department of Economics, Gujarat University, Ahmedabad,
Learners enrolled: 1555
The objective of this course is to familiarize the students with the marketing concepts and practices and develop their analytical skills, conceptual abilities and substantive knowledge in the aforesaid field. It seeks to achieve the objective by helping the participants to undergo meaningful exercises in decision making in a variety of real life situations. This course is intended to be a foundation course for those who plan to do further work in marketing in the second year. It is also designed to serve as medium to understand Brand Management in an organization.
At the end of the course, the students shall be able to: 1) To understand Fundamentals of Marketing.
2) To increase understanding of the important issues in planning, implementing, and evaluating marketing and brand strategies.
3) To acquaint the students with the appropriate concepts, theories, models and other tools to make better marketing and brand decisions.
4) To understand the latest developments and cultivate an understanding of the adjustments to be made in branding strategies over time and geographic boundaries to maximize brand equity.

Summary
Course Status : Ongoing
Course Type : Core
Duration : 12 weeks
Start Date : 19 Jul 2021
End Date : 27 Sep 2021
Exam Date :
Enrollment Ends : 31 Aug 2021
Category :
  • Management Studies
Credit Points : 3
Level : Undergraduate



Course layout

Unit– 1:

UNIT I: UNDERSTANDING  THE BASICS
Lecture 1:Introduction

UNIT -2 : MARKETING ENVIRONMENT AND COMPETITIVE ANALYSIS
Lecture 2: Marketing Environment

UNIT 3: SEGMENTATION, TARGETING AND POSITIONING
Lecture 3 :MARKET SEGMENTATION

Unit – 4:PRODUCT
Lecture -4: PRODUCT DECISIONS
Lecture -5: POSITIONING , DIFFERENTIATION AND BRANDING
Lecture -6:  BRAND MANAGEMENT  – PART 1
Lecture- 7 :BRAND MANAGEMENT –PART 2
Lecture -8 :BRAND MANAGMENT – PART 3
Lecture – 9 : BRAND MANAGEMENT- PART 4
Lecture – 10  : BRAND MANAGEMENT – PART 5

Unit – 5: PRICING
Lecture- 11 : PRICING

Unit – 6 : Distribution
Lecture -12 : Channel  Distribution

UNIT  7: PROMOTION
Lecture -13 :  PROMOTION
Lecture -14 : INTEGRATED MARKETING COMMUNICATIONS
lecture – 15 : INTRODUCTION TO ADVERTISING
Lecture -16. CLASSIFICATION OF ADVERTISING
Lecture- 17. ADVERTISING BUDGET
Lecture -18. TYPES OF MEDIA – PART 1
Lecture -19. TYPES OF MEDIA – PART 2

Unit -8 EMERGING TRENDS IN MARKETING
Lecture -20. EMERGING MEDIA OPTIONS
Lecture- 21. MEDIA STRATEGY
Lecture – 22 REGULATIONS IN ADVERTISING AND PROMOTION
Lecture : 23 EMERGING PRACTICES IN MARKETING
Lecture- 24 ETHICS IN MARKETING
lecture – 25 CONTEMPORARY ISSUES IN MARKETING

 

Instructor bio

Dr. Pradeep P. Prajapati

Department of Economics, Gujarat University, Ahmedabad,
Dr. Pradeep P. Prajapati (PI)
Dr.PradeepPrajapati is a Professor of Economics at Department of Economics, Gujarat University, Ahmedabad, having teaching experience of almost 30 years at UG and PG level including research supervisor in M.Phil and Ph.D.   His specialization is in the subject of Mathematical Economics and Econometric Methods. He is also Dean of Arts Faculty, Member of University Court (Senate) and Member of Academic Council at Gujarat University. He has published almost 40 research papers and articles on the subjects of economics on varieties of themes in various state level, national level and international journals.


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