Marketing Management

By Ashis Mishra   |   Indian Institute of Management Bangalore (IIMB)
Learners enrolled: 15146
Marketing is everything a company does to acquire customers and maintain a relationship with them. Marketing starts with understanding consumer's preferences for products and services and attempts to satisfy their different wants and needs in a profitable manner. Your business may offer the best products or services in your industry, but without marketing, your potential customers would not know about it. 

This course on marketing is designed to help you understand the why’s and how’s of marketing. This course provides you with an understanding of the principles of marketing. You will learn:

Basics of marketing
The concept of segmentation, targeting, differentiation and positioning
The 4Ps of marketing 
Consumer behaviour
Business marketing
We will explain what marketing is all about in the simplest of terms through videos, examples, experience sharing by experts in the  field, discussions, self assessment and graded assignments.

Course Status : Completed
Course Type : Core
Duration : 8 weeks
Category :
  • Management Studies
Credit Points : 3
Level : Postgraduate
Start Date : 31 Jul 2023
End Date : 31 Oct 2023
Enrollment Ends : 09 Sep 2023
Exam Date : 02 Dec 2023 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction to Marketing
Week 2: Segmentation and Targeting
Week 3: Differentiation and Positioning
Week 4: Consumer Behavior
Week 5: B2B Marketing and Marketing Strategy (Product Decisions)
Week 6: Marketing Strategy (Product, Service and Pricing Decisions)
Week 7: Marketing Strategy (Place Decisions)
Week 8: Marketing Strategy (Promotion) and Product Life Cycle"

Click here for Syllabus

Books and references


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

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Policy: 

Assessment Type


Mid-Term & End-Term


Final Exam


Certificate Eligibility:
  • 40% marks and above in Mid Term & End Term
  • 40% marks and above in the final proctored exam


Type of Certificate



75 - 89


70 - 74


40 - 70

Successfully Completed


No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

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