Introduction to Marketing Essentials

By Ashis Mishra   |   Indian Institute of Management Bangalore (IIMB)
Learners enrolled: 2271
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 : 31 Jan 2021
End Date : 30 Apr 2021
Exam Date :
Enrollment Ends : 28 Feb 2021
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate

Page Visits

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., &amp; Keller, K.L., (2016), <b>Marketing Management</b>. 15th ed. Harlow: Pearson

Instructor bio

Ashis Mishra

Indian Institute of Management Bangalore (IIMB)
Dr. Ashis Mishra is a faculty member in the Marketing Area at the Indian Institute of Management Bangalore (IIMB). Dr. Mishra teaches marketing management and retail management. His area of research involves Retail Productivity Analysis, Retail Atmospherics and Retail Consumer Behaviour. He has successfully developed and applied many quantitative models and business model frameworks in solving marketing/retailing-related problems. He has published over 10 papers in various national and international journals of repute. His current projects include ‘A Dynamic Model for Forecasting in Indian Retail Sector’, ‘Store Atmospherics as a Tool for Retail Productivity’ and ‘Technographic Segmentation of Indian Retail Consumers.’

Course certificate


Type of exam: Computer based exam 

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card for verification and take the exam in person. 

You can find the final allotted exam centre details in the hall ticket. The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. 


Weightage: 25% weightage for weekly assignment + 75% weightage for final exam. 

Passing Marks: You will be eligible for Certificate only if you score minimum 40% in Weekly Assessment and minimum 40% in Final Exam

If you score less than 40% in either weekly assessments (average) or in final exam, you will not receive the certificate. 

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