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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


Marketingis a crucial function in any organization. For any product or service to be successful, it is important that it is communicated in the right way, to the right people, at the right time and in the right place! This is the main function of marketing. Having said that, it is not the only function of marketing. Marketing also involves an important and critical task of creating value for the customers.The course will provide the participants with the basic concepts of marketing. This course will explain what marketing is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.


Week 1: What is Marketing
  • Introduction to Marketing
  • Definition of Marketing
  • Entities that can be marketed
  • Marketing from an organization's viewpoint
  • Types of markets
  • Difference between marketing and selling
Week 2: Segmentation and Targeting
  • Concept of segmentation
  • Bases for segmentation
  • Targeting
  • Targeting strategies
Week 3:Differentiation and Positioning
  • Introduction to Differentiation and Positioning
  • Differentiated, Undifferentiated and Niche marketing
  • Differentiation parameters
  • Competition
  • Positioning
Week 4:Marketing Strategy – I: Product and Price
  • Meaning and levels of product
  • Product classification
  • Product mix concept
  • Brand and brand decisions
  • Introduction to Pricing
  • Pricing decisions
Week 5:Marketing Strategy – II: Place and Promotion
  • Introduction to Distribution
  • Distribution channels
  • Channel design and management
  • Introduction to Promotion
  • Promotional vehicles
  • Product life cycle

Taught by

Ashis Mishra


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