Introduction to Marketing Essentials

By Ashis Mishra   |   Indian Institute of Management Bangalore (IIMB)
Learners enrolled: 11348
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
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate
Start Date : 31 Jan 2023
End Date : 30 Apr 2023
Enrollment Ends : 15 Mar 2023
Exam Date :

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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

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

Grading Policy:

There will be (a) one Mid-term Internal Assessment and (b) one Final Exam.


·       Mid-term Internal Assessment: This will carry 25% weightage. This mid term will have questions from first three weeks.

·       Final Exam: This will carry 75% weightage.  This final exam will have questions from all the weeks.

Passing Marks:

·       You will be eligible for a certificate only if you score minimum 40% in Mid-term Internal Assessment and minimum 40% in Final Exam. 

Badge on Certificate:

·       If you score 90% or more overall, your certificate will include "badge (gold)" printed.

Final Examination

·       Type of exam: Computer based exam 

·       Exam Center: You will have to appear at the allotted exam centre and take the exam in person. (You can find the final allotted exam centre details in the admit card (hall ticket)).

·       Admit Card: You can download the Admit card (Hall ticket) around one week before the exam. 

·       QP Pattern: The type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. But generally MCQs are commonly provided.

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