Marketing Management

Course Description: Learn how to effectively apply marketing management theories and practices,
including the marketing mix, through real-world business scenarios.

Course syllabus :

Module Content Outline Pedagogy

Module 1 • Introduction to marketing • Lecture (videos)
• Definition of marketing • Text
• Let’s get interactive • Exploration (Oppia)
• Marketing management • Self-assessment questions
• Marketing environment and difference between • Expert interviews
Marketing and selling
• Business models
• Expert interviews

Module 2 • Introduction to segmentation • Lecture (videos)

• Concept of segmentation • Text
• Bases for segmentation • Exploration (Oppia)
• Let’s get interactive • Self-assessment questions
• Targeting • Expert interviews
• Targeting strategies
• Segmentation and targeting in real-life marketing

Module 3 • Introduction to differentiation • Lecture (videos)

• Differentiation parameters • Text
• Competition • Exploration (Oppia)
• Positioning • Self-assessment questions
• Let’s get interactive • Expert interviews
• Alternative approaches to positioning
• Expert interviews

Module 4 • Introduction to consumer behaviour • Lecture (videos)

• Consumer Decision making process • Text
• Factors influencing consumer behaviour • Self-assessment questions

Module 5 • Organizational buying • Lecture (videos)

• Buying centres and buying situation • Text
• Business buying process • Self-assessment questions
• Segmenting business market
• Marketing strategy (product decisions)

Module 6 • Product line analysis • Lecture (videos)

• Brand decisions • Text
• Service strategy • Exploration (Oppia)
• Introduction to pricing • Self-assessment questions
• Pricing objectives and methods • Expert interviews
 • Price setting
• Price adaptation
• Expert interview

Module 7 • Distribution • Lecture (videos)

• Channel levels and types of intermediaries • Text
• Channel design decisions • Self-assessment questions
• Channel management

Module 8 • Promotion • Lecture (videos)

• Communication model • Text
• Developing effective communication • Self-assessment questions
• Promotion mix • Expert interviews
• Promotion mix (Continued)
• Product Life Cycle (PLC)
• Expert interview

Grading: This course has eight sets of graded assessments and one final examination, presented as multiple-
choice questions.