Introduction to Marketing Essentials

Course Information

Course Length    : 5 weeks
Estimated Effort : 3 – 4 hours per week

Course Overview

Marketing is a crucial function in any organisation. For any product or service to be successful, it must be communicated in the right way, to the right people, at the right time, and in the right place. Marketing also involves an important and critical task of creating value for the customers.

The dynamic domain of marketing has evolved in its nature, structure, and complexity over the past years. And the question of how to market a product effectively is what most marketing managers struggle with even today.

This marketing course by IIMBx is created to demystify the essential theories and practices of marketing as relevant to the current market situation.

Professor Ashis Mishra

Course Instructor
Indian Institute of Management Bangalore (IIMB)

Course Syllabus

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

By the end of this course, learners will be able to:

  • Explain the WHYs and HOWs of marketing
  • Identify the principles of marketing in action
  • Evaluate various marketing strategies employed by companies

Students pursuing Post-Graduation

” The web was good, it gave me a sense of commitment to the course,and gave me the opportunity to meet with the prof live and ask questions” – Pamela Anyabolu