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Marketing Management Masterclass
About the Course
If you are a student of ‘Marketing Management’ subject as a part of your MBA/BBA/M.Com/B.Com or related curriculum, this course will help you understand all the concepts with relevant examples in the simplest manner. This MBA level course covers most of the marketing curriculum taught all across the world through books by leading authors like Philip Kotler, Kevin Keller, Gary Armstrong, Charles Lamb, Joseph Hair, Noel Capon and so on.
In this course,
- We begin with the definition of Marketing and discuss the role and importance of Marketing in a business. Then it is followed by Marketing Mix – 4Ps and 7Ps of Marketing.
- Then questions like – ‘How do you create Customer Value’ and ‘how do you identify the needs of the customers are answered through concepts of Customer Value and Marketing Research.
- We also try to understand the Consumer as well as Business Buying Behaviour.
- How do you identify a market segment and the processes involved in Targeting and Positioning are discussed in the course.
- The concepts related to Branding, Product Strategy, Product Mix, Product Life Cycle and New Product Development have been discussed.
- We also review the concepts of Price and Pricing Strategies with Price Adaptations and Price Changes.
- We also learn about Marketing / Distribution Channels, Channel Levels and Channel Design Decisions.
- Then finally we learn about Advertising and Promotions with Public Relations, Direct Marketing, Personal Selling and Digital Marketing.
All the above concepts have been simplified through real-world examples from leading companies of the World.
07 hrs 20 mins
12 Months Access
MBA, BBA and other students (Postgraduate as well as Undergraduate) studying the subject of Marketing Management will find this course very useful, as it will cover most of the concepts taught in any business school. Working Professionals and Managers will find this course useful in learning as well as brushing up the knowledge of Marketing. Business owners may also find this course very helpful, who have not gone to any business school, to have an understanding of Marketing.
- There are no prerequisites to take this course.
- No prior marketing knowledge required – The course will start from the basics.
- What is Marketing 05:18
- Difference between Marketing and Selling 03:28
- Marketing is Everything 03:10
- History of Marketing 02:14
- Marketing Philosophies / Marketing Orientation 06:18
- What is Marketed 05:07
- Marketing Mix: 4Ps of Marketing 08:12
- Marketing Mix: 7Ps of Marketing 04:33
- Needs, Wants and Demand 01:45
- Changing Face of Marketing in the Digital Era 04:19
- Digital Marketing 07:24
- Customer Value in Marketing 03:14
- The 5Cs of Marketing Analysis 08:13
- Market Oriented Strategic Planning 01:32
- Marketing Plan 01:15
- Customer Relationship Management 03:40
- SWOT Analysis 03:51
- Ansoff Matrix / Product Market Expansion Grid 05:41
- BCG Matrix / Growth – Share Matrix / Product Portfolio Matrix 07:19
- Porter’s Five Forces Model 10:36
- Marketing Information System 04:04
- Marketing Environment / PESTLE Analysis 01:47
- Demographic Environment 05:01
- Economic Environment 02:50
- Socio-Cultural Environment 02:42
- Green Marketing 01:50
- Technological Environment 02:14
- Legal and Political Environment 01:12
- Environmental Scanning 01:45
- Meaning and Importance of Marketing Research 04:33
- Difference between Market Research and Marketing Research 01:47
- Formal and Informal Marketing Research 02:22
- Six Steps to Marketing Research 01:25
- Step 1: Define the Problem 01:08
- Step 2: Develop the Research Plan 04:35
- Step 3: How to collect Primary Data 04:42
- Research Instruments 06:13
- Sampling Plan 01:56
- Concept testing & Conjoint Analysis 02:47
- Steps 3 to 6 of Marketing Research 03:10
- Marketing Decision Support System 01:22
- Classification of Market Size 02:50
- Demand Forecasting for New Products 02:31
- Demand Forecasting 03:19
- Methods of Demand Forecasting 02:45
- Statistical Methods 03:53
- Survey Method 03:20
- Marketplace, Marketspace and Meta Market 03:30
- Consumer Market: FMCG 04:30
- Consumer Market: Consumer Durables 03:12
- Consumer Behaviour 03:44
- Cultural factors 06:00
- Social Factors 04:05
- Personal Factors 06:42
- Psychological Factors: Motivation 02:40
- Maslow’s Hierarchy of Needs Theory 03:24
- Psychological Factors: Perception, Learning, Attitude and Beliefs 05:23
- Five Stages of the Consumer Buying Decision Process 08:53
- Business Marketing / B2B Marketing 05:00
- Difference between Business Market and Consumer Market 04:01
- Buying Situations 03:01
- Buying Centre 02:24
- Business Buying Decision Process: The Eight-Stage Model 06:35
- Market Segmentation 04:37
- How do you segment a Consumer Market 01:06
- Demographic Segmentation 08:02
- Geographic Segmentation 01:28
- Geodemographic Segmentation 01:28
- Psychographic Segmentation 04:21
- Behavioural Segmentation 05:25
- Targeting / Target Market Selection 04:37
- Positioning 03:14
- What is a Brand 04:57
- History of Branding 02:06
- Benefits of Branding 02:56
- Brand Management 03:26
- Brand Image 02:56
- Brand Identity 01:03
- Brand Personality 03:46
- Brand Equity 03:37
- Product 01:53
- Product Levels: The Customer Value Hierarchy 02:34
- Product Mix: Width, Length and Depth 03:45
- Product Line and Brand Extensions 03:53
- New Product Development 03:05
- Stages in New Product Development 02:45
- Product Life Cycle (PLC) 04:02
- Strategies for Different Stages of Product Life Cycle 03:03
- Managing Product and Brand Portfolios 01:40
- What is a Price 02:54
- Setting the Price 02:58
- Setting the Price: Pricing Objectives 03:19
- Setting the Price: Demand 02:20
- Setting the Price: Costs 03:16
- Setting the Price: Competition 01:40
- Setting the Price: Pricing Methods 04:52
- Setting the Price: Final Price 04:22
- Adapting the Price 07:13
- Changing the Price 03:12
- Place / Marketing Channels 02:53
- Why do you require a Marketing Channel 02:42
- Classification of Marketing Channel Intermediaries 01:11
- Marketing Channel Levels 03:55
- Marketing Channel Flows 01:19
- Marketing Channel Design Decisions 05:53
- Distribution Strategies 03:49
- Push Vs. Pull Strategy 01:32
- Marketing Channel Management Decisions 07:02
- Marketing Channel Conflict 04:43
- Promotion / Integrated Marketing Communications (IMC) 04:55
- Communication Process / Communication Model 01:50
- Consumer Response Hierarchy Models 03:05
- Promotional Mix / Tools of Integrated Marketing Communications 00:50
- Advertising 06:11
- Sales Promotion 02:34
- Public Relations 05:01
- Direct Marketing 01:30
- Personal Selling 01:22
- Digital Marketing 03:20
- Difference between Above the Line (ATL) and Below the Line (BTL) 03:04
- Promotional Mix Monitoring, Evaluation and Control 01:23
Prof. Vijay Prakash Anand is a professor in the area of Marketing with Jaipuria Institute of Management, a leading Business School in India and also a Visiting Professor at IIM Ranchi.
In the last 21 years of his career in academics, he has taught more than 6000 students offline and also guided thousands of students online. Students love that he can simplify the subject with lots of examples, which helps them understand it better and faster.
His book ‘Marketing Management, An Indian Perspective’ is a recommended textbook for Marketing.
He has an MBA in Marketing from Symbiosis, Pune, India and a PhD in the area of Green Marketing. With more than 24 years of experience in the field of Marketing,
Advertising, Academics and Research, his areas of expertise include Marketing Management, Digital Marketing and Integrated Marketing Communications (Advertising & Promotions).
He has also conducted Management Development Programmes (MDPs), Training and Consultancy in the area of Marketing, Sales, Digital Marketing and Social Media Marketing for esteemed organisations like Airtel, India Post, Indian Oil, PHDCCI, NHM, BPCL, Hyundai, CBEC, SBI, SSB and many nationalized banks.
Prof. Vijay Prakash Anand