Marketing Management

Course Information

Course Length : 8 Weeks
Estimated Effort : 3 – 4 Hours/Week

Course Overview

Marketing is vital for a product or service to make its way to its potential customer. A well-managed marketing action helps organisations in customer-acquisition, brand recognition, and retaining customer loyalty. Marketing management allows organisations to track, review and analyse their marketing resources and activities.

According to world-renowned management consultant, Peter Drucker, “Marketing is the only distinguishing and unique function of business… There is only one valid definition of business purpose and that is to create a customer.” While the significance of marketing in today’s business world can never be overstated, it is the precise understanding and appreciation of marketing management that needs to be accentuated.

This IIMBx course taught by Prof Ashis Mishra delves into the fundamentals of marketing management exploring advanced theories and applications through real-world business examples, illustrations, cases, and exercises. Participants will learn how marketing management tools can be used to increase a product/service’s customer base, improve customer satisfaction, and increase the company’s overall perceived value. They will also learn how marketing serves as a key element within an organisation’s strategy.

Professor Ashis Mishra

Course Instructor
Indian Institute of Management Bangalore (IIMB)

Course Syllabus

Week 1: Introduction to Marketing
  • Introduction to Marketing.
  • Definition of Marketing
  • Marketing Management
  • Marketing Environment
  • Difference between Marketing and Selling
  • Business Models and Value Chain
Week 2: Segmentation and Targeting
  • Introduction to Segmentation
  • Concept of Segmentation
  • Bases of Segmentation
  • Targeting
  • Targeting Strategies
  • Segmentation and Targeting in real life marketing scenario
Week 3: Differentiation and Positioning
  • Introduction to Differentiation
  • Differentiation Parameters
  • Competition
  • Positioning
Weeks 4: Consumer Behavior
  • Concept of consumer behavior
  • Who is a consumer and who is a customer?
  • Importance of Consumer behavior
  • Buying roles
  • Consumer decision making process
  • Factors influencing consumer behavior 


Weeks 5: B2B Marketing and Marketing Strategy (Product Decisions)
  • Organizational buying, difference from consumer buying
  • Business buying process and stages
  • Buying Centres
  • Segmenting business market
  • B2B value proposition
  • Product decisions


Weeks 6: Marketing Strategy (Product, Service and Pricing Decisions)
  • Product line analysis
  • Meaning of Brand
  • Brand decisions
  • Service decisions
  • Introduction to Pricing
  • Pricing objectives and methods
  • Price setting


Weeks 7: Marketing Strategy (Place Decisions)
  • Meaning of Distribution
  • Channel functions and flow
  • Channel levels
  • Distribution channel intermediaries
  • Channel design decisions


Weeks 8: Marketing Strategy (Promotion) and Product Life Cycle
  • Meaning of Promotion
  • The communication process model
  • Designing and Developing Communication
  • Select the communication channel
  • Factors in setting the marketing communication mix
  • Managing the integrated marketing communications process
  • Various promotional methods


By the end of this course you will learn

  • Basic concepts of marketing
  • Segmentation, targeting, differentiation and positioning
  • Marketing strategy
  • 4Ps of marketing: product, price, place and promotion

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