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)

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