Marketing Management Syllabus

Week/Module Topics Release Date

Week 0 • Demo Video
• Welcome to the course
• Course Schedule
• Grading Policy
• Exam Details 29th January 2024
• FAQ

• Introduction to Marketing
• Definition of Marketing
• Marketing Management
Week 1: • Marketing Environment
29th January 2024
• Difference between
Marketing and Selling
Introduction to Marketing
• Business Models and
Value Chain

• Introduction to
Segmentation
• Concept of 9th February 2024
Week 2: Segmentation
• Bases of Segmentation
• Targeting
Segmentation and • Targeting Strategies
Targeting • Segmentation and
Targeting in real life
marketing scenario

• Introduction to
Week 3: Differentiation
• Differentiation
Parameters 16th February 2024
Differentiation and • Competition
Positioning • Positioning

Mid – Term Assessment 23rd Feb 2024

 Due Date: 23rd March 2024

• Concept of consumer
behavior
• Who is a consumer and
who is a customer?
Week 4: • Importance of 1st March 2024
Consumer behavior
• Buying roles
Consumer Behavior • Consumer decision
making process
• Factors influencing
consumer behavior

• Organizational buying,
difference from
consumer buying 8th March 2024
Week 5:
• Business buying
process and stages
B2B Marketing and • Buying Centres
Marketing Strategy • Segmenting business
market
(Product Decisions) • B2B value proposition
• Product decisions

• Product line analysis

Week 6: • Meaning of Brand
• Brand decisions 15th March 2024
• Service decisions
Marketing Strategy • Introduction to Pricing
(Product, Service and • Pricing objectives and
methods
Pricing Decisions) • Price setting

Week 7: • Meaning of Distribution 22nd March 2024

• Channel functions and
flow
Marketing Strategy (Place • Channel levels
Decisions) • Distribution channel
intermediaries
 • Channel design
decisions

• Meaning of Promotion 29th March 2024

• The communication
process model
• Designing and
Developing
Communication
Week 8: • Select the
communication
channel
Marketing Strategy • Factors in setting the
(Promotion) and Product marketing
communication mix
Life Cycle • Managing the
integrated marketing
communications
process
• Various promotional
methods

05th April 2024

End – Term Assessment Due Date: 29th April
2024

Final Exam Details:

If you wish to obtain a certificate, you must register and take the proctored exam in person at one of
the designated exam centres. The registration URL will be announced when the registration form is
open. To obtain the certification, you need to fill out the online registration form and pay the exam fee.
More details will be provided when the exam registration form is published, including any potential
changes. For further information on the exam locations and the conditions associated with filling out
the form, please refer to the form.

Grading Policy:

Assessment Type Weightage

Mid-Term & End-Term 25%

Final Exam 75%

Certificate Eligibility:
 • 40% marks and above in Mid Term & End Term
• 40% marks and above in the final proctored exam

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and
exams using the same email ID. If different email IDs are used, you will not be considered
eligible for the certificate.