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Marketing Management - II

Indian Institute of Technology Kanpur via NPTEL

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Overview

This is part-II of a course on Marketing Management. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function.

Syllabus

Week 1: 
Design, Launch, & Management of Market Offerings

Week 2: 
Design, Launch, & Management of Market Offerings

Week 3: 
Services Marketing

Week 4: 
Brand Management

Week 5: 
Brand Management

Week 6: 
Design and Implementation of Pricing Strategies

Week 7: 
Marketing Channels and Distribution System

Week 8: 
Integrated Marketing Communication

Taught by

Prof. Jayanta Chatterjee and Prof. Shashi Shekhar

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