Introduction to Marketing Essentials

By Ashis Mishra   |   IIM Bangalore
Learners enrolled: 3093
Marketing is a crucial function in any organization. For any product or service to be successful, it is important that it is communicated in the right way, to the right people, at the right time and in the right place! This is the main function of marketing. Having said that, it is not the only function of marketing. Marketing also involves an important and critical task of creating value for the customers.

The course will provide the participants with the basic concepts of marketing.  This course will explain what marketing is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.

Course Status : Completed
Course Type : Core
Duration : 6 weeks
Start Date : 15 Jul 2019
End Date : 31 Oct 2019
Exam Date : 10 Nov 2019 IST
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate

Course layout

Week 1: What is Marketing
  • Introduction to Marketing
  • Definition of Marketing
  • Entities that can be marketed
  • Marketing from an organization's viewpoint
  • Types of markets
  • Difference between marketing and selling
Week 2: Segmentation and Targeting
  • Concept of segmentation
  • Bases for segmentation
  • Targeting
  • Targeting strategies
Week 3: Differentiation and Positioning
  • Introduction to Differentiation and Positioning
  • Differentiated, Undifferentiated and Niche marketing
  • Differentiation parameters
  • Competition
  • Positioning
Week 4: Marketing Strategy – I: Product and Price
  • Meaning and levels of product
  • Product classification
  • Product mix concept
  • Brand and brand decisions
  • Introduction to Pricing
  • Pricing decisions
Week 5: Marketing Strategy – II: Place and Promotion
  • Introduction to Distribution
  • Distribution channels
  • Channel design and management
  • Introduction to Promotion
  • Promotional vehicles
  • Product life cycle

Books and references

Kotler, P., & Keller, K.L., (2016), Marketing Management. 15th ed. Harlow: Pearson

Instructor bio

Dr. Ashis Mishra

Dr. Ashis Mishra is a faculty member in the Marketing Area at the Indian Institute of Management Bangalore (IIMB). He teaches marketing management and retail management. His area of research involves Retail Productivity Analysis, Retail Atmospherics and Retail Consumer Behavior. He has successfully developed and applied many quantitative models and business model frameworks in solving marketing/retailing-related problems. He has published several papers in various national and international journals of repute. 

Course certificate

25% internal (weekly) assessment and 75% Final Exam

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