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Indian Institute of Management Bangalore

Introduction to Marketing Essentials

Indian Institute of Management Bangalore , Indian Institute of Technology Roorkee and NPTEL via Swayam


The world of marketing is changing every day, and in order for students to have a competitive edge, they need to be well versed in today’s marketing theory and practices. This course provides a comprehensive review and analysis of marketing issues, practices, and strategies. I have tried to use an active – learning approach that involves students in this course by combining facts, figures, information and photos in an engaging and experiential fashion. We have incorporate examples of companies, products and services that students recognize and may have purchased as consumers. I hope that you will find this course a useful companion in your exploration of the knowledge, skills, and tools of the marketing discipline. INTENDED AUDIENCE :MBA, MIB, MCom. with Marketing SpecializationPREREQUISITES : Marketing GraduateINDUSTRIES SUPPORT :Not Applicable


Week 1:Creating Customer Relationships and Value Through Marketing, Developing successful Marketing and Organizational Strategies, Understanding the Marketing Environment, Ethical Behavior, and Social ResponsibilityWeek 2:Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility (Contd.), Understanding Consumer Behavior, Understanding Organizations as CustomersWeek 3:Understanding Organizations as Customers (Contd.), Understanding and Reaching Global Consumers and Markets, Marketing Research: From Customer Insights to Actions
Week 4:Market Segmentation, Targeting, and Positioning, Developing New Products and Services
Week 5:Developing New Products and Services (Contd.), Managing Successful Products, Services, and Brands, Pricing Products and Services
Week 6:Pricing Products and Services (Contd.), Managing Marketing Channels and Supply Chains, Retailing and Wholesaling
Week 7:Integrated Marketing Communications and Direct Marketing, Advertising, Sales Promotion, and Public Relations, Using Social Media to Connect with Consumers
Week 8:Using Social Media to Connect with Consumers (Contd.), Personal Selling and Sales Management, Implementing Interactive and Multichannel Marketing

Taught by

Ashis Mishra

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