Foundations of Marketing Essentials

By Dr. BHARTI | MANIPAL UNIVERSITY JAIPUR

Learners enrolled: 2480

Marketing as a subject is an age-old domain of knowledge used to entice customers across the globe. It has a wide scope and diversified application which impact the way an individual live and spend his/her life. It is a reality that human demand changes with the change in external environment and desire of living a better life. This desire is controlled and at times manipulated by the sellers who believe in finding new products to make a fresh market. Customers are buying online with multiple options of ordering products and making payments. Mass promotion tools are getting replaced by the customized mode of promotion as AI and data mining has provided new opportunities to easily identify target customers. Nevertheless, the importance of basic concepts of marketing has not changed. Indeed, we should learn to blend the latest trends of the market with the basic principles, theories, and functions of marketing.

This subject is purely an attempt to capture and illustrate mega changes and paradigm shifts experienced in the world market through opening of the economy, entry of multinational companies, emergence of upwardly mobile middle class and corresponding demographical shift, emergence of young, active, and vibrant consuming class, and integration of information technology with marketing strategy to deliver value to its consumers.

Summary

Course Status :	Completed
Course Type :	Core
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jul 2023
End Date :	31 Oct 2023
Enrollment Ends :	09 Sep 2023
Exam Date :	01 Dec 2023 IST

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

Page Visits

Course layout

FOUNDATIONS OF MARKETING ESSENTIALS

WEEK 1- INTRODUCTION TO MARKETING MANAGEMENT

WEEK 2- MARKETING ENVIRONMENT

WEEK 3- SEGMENTATION, TARGETING & POSITIONING

WEEK 4- PRODUCT MANAGEMENT

WEEK 5- PRICING

WEEK 6- PROMOTION MANGEMENT

WEEK 7- DISTRIBUTION MANAGEMENT

WEEK 8- CUSTOMER RELATIONSHIP MANAGEMENT

Syllabus - Foundations of Marketing Essentials

Books and references

Marketing Management, P. Kotler, K. L. Keller, A. Koshy, M. Jha, Pearson Education
Marketing, P. Baines, C. Fill, S. Rosengren, P. Antonetti, Oxford University Press
Marketing The Core by Kerin, Hartley, Rudely, Mc Graw – Hill Publication
Marketing-An Introduction, Armstrong Kotler, Pearson Publication
Principles of Contemporary Marketing, Kurtz, Boone Cengage Learning

Instructor bio

Dr. BHARTI

MANIPAL UNIVERSITY JAIPUR

Dr. Bharti is at the position of, Assistant Professor (Senior Scale), Faculty of Management, Directorate of Online Education, Manipal University Jaipur. She has experience of working in industry and academia for more than 13 years. She has been involved in writing books, editing books & book chapters and conduction of online training programs. Her academic interest is in teaching the courses Marketing Management, Consumer Behaviour, Advertising & Sales, Digital Marketing and courses related to different forms of Marketing. She has keen interest in online delivery of content and has experience of delivering various courses over online platform. She has published research articles in reputed national and international journals in the different areas of her interest.

Dr Rohit Singh Tomar, Associate Professor, Directorate of Online Education, Manipal University Jaipur. He is Ph.D. in Management, MBA in Marketing, and UGC-NET qualified academician. He has 18 years of experience in teaching, research, and administration. Within this duration he worked with ITM university, university of Greenwich UK, and different reputed universities in India. He has Conducted workshops, organized conferences, and provided training services to Kendriya Vidhyalaya Sangathan. He is author of books and visited across India and countries like England and Bhutan for various academic assignments.

Dr. Abhishika Sharma, she is associate professor and program coordinator-JMC at directorate of online education, Manipal University Jaipur. She holds a Ph.D degree in Advertising along with MAJMC, MBA, M.Com with 17 years of academic and industrial experience. She is into conducting online workshops, writing for international publishers, setting examination papers for different government and private universities and been examiner to conduct practical exams in different universities. Her area of interest is Advertising, Brand Management and New Media Studies.

Dr. Surbhi Mathur. She is Assistant Professor – Senior Scale, in Directorate of Online Education, Manipal University Jaipur. Dr. Surbhi is PhD in Marketing, MBA in Marketing & Finance, did UGC-NET to become qualified academician. She has started her corporate career with Infosys Ltd. and later moved to academics. Dr. Surbhi possess more than 12 years of corporate and academics experience. Her interest in marketing paves the way to gain in-depth knowledge of courses, namely Marketing Management, Brand Management, Advertising and Sales Promotion, Retail Marketing, Consumer Behaviour, Services Marketing. She has been associated with reputed organisations namely Turnitin, NIIT for different events, conducting trainings as soft skill trainer.

Dr. Jagriti Singh, Assistant professor, senior scale, Directorate of online education, Manipal university, Jaipur. She has bachelor’s degree in engineering from Rajasthan University, and masters and Ph. D in management. Her area of research includes Marketing management, electronic commerce, Digital Marketing, Management information system and Artificial intelligence. She has registered a patent for designing a machine learning model for local business vendors in advertising their promotional offers.

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	Weightage
Weekend Assessment	25%
Final Exam	75%

Certificate Eligibility:

40% marks and above in weekend assessment
40% marks and above in the final proctored exam

Score	Type of Certificate
>=90	Gold
75 - 89	Silver
70 - 74	Bronze
40 - 70	Successfully Completed
<40	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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