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Indian Institute of Technology Kanpur

Marketing Management - II

Indian Institute of Technology Kanpur and NPTEL via Swayam

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.
INTENDED AUDIENCE : Contents will be updated soonPRE-REQUISITES : Graduation, Marketing Management-IINDUSTRY SUPPORT : FMCG, Automotive, Chemical, Pharmaceutical, Engineering and Service Industries

Syllabus

COURSE LAYOUT

Week 1: Design, Launch, & Management of Market OfferingsWeek 2: Design, Launch, & Management of Market OfferingsWeek 3: Services MarketingWeek 4: Brand ManagementWeek 5: Brand ManagementWeek 6: Design and Implementation of Pricing StrategiesWeek 7: Marketing Channels and Distribution SystemWeek 8: Integrated Marketing Communication

Taught by

Prof. Jayanta Chatterjee and Prof. Shashi Shekhar

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