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Integrated Marketing Management

Indian Institute of Technology Bangalore , NPTEL and Indian Institute of Science Bangalore via Swayam


The course provides a good foundation on the essentials of Marketing Management required in the fiercely competitive Indian Market. It covers :Marketing function; Marketing concept; Relationship with other functions;Relevance; Marketing environment; Markets; Consumer; Buyer behaviour; Market segmentation; Marketing Planning; Marketing mix; Product policy; New products; Product life cycle; Pricing; Distribution;Advertising and promotion; Marketing organization; Sales forecasting; Management of sales force; Marketing control

INTENDED AUDIENCE : Engineers, B.E./B Tech, ME/M Tech; Scientists(M Sc/ PhD); Professionals requiring exposure to MarketingPREREQUISITES : NilINDUSTRY SUPPORT : Almost all companies



Week 1 : Marketing concept, Coordinated marketing, Meta marketing, Holistic marketing dimensionsWeek 2 : Case Analysis, Case Discussion; Marketing EnvironmentWeek 3 : Marketing decisions, Customer delivered value, Buyer Behaviour, Input - output mapWeek 4 : Case Discussion, Marketing PlanningWeek 5 : Marketing mix, Product policy, New products, PLCWeek 6 : Price, Distribution, Advertising and Promotion, Case DiscussionWeek 7 : Marketing organization, Product ManagementWeek 8 : Sales Management, Marketing Control, Case Discussion

Taught by

Prof. R Srinivasan

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