Marketing Management

Learn how to plan, implement, and manage effective marketing strategies to attract customers, build strong brands, and drive business growth. Explore market research, consumer behavior, product development, pricing, promotion, digital marketing, and marketing analytics through practical examples.

4 weeks Intermediate Hybrid

₹4,000.00

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Course overview

Marketing Management introduces students to the principles, strategies, and practices involved in identifying customer needs and creating value through effective marketing activities. This course covers market research, consumer behavior, segmentation, targeting, positioning, product management, pricing, distribution, promotion, branding, and digital marketing. Through practical exercises and real-world case studies, learners will develop the skills required to design marketing strategies, manage campaigns, and make informed business decisions.

What you will learn

Understand the fundamentals and scope of marketing management.
Explain the marketing process and its role in business success.
Analyze consumer behavior and buying decisions.
Conduct market research and interpret marketing data.
Apply market segmentation, targeting, and positioning strategies.
Develop effective marketing plans.
Understand product life cycle and product development.
Create pricing strategies based on market conditions.
Select appropriate distribution channels.
Design promotional and advertising campaigns.
Understand branding and brand management.
Use social media and content marketing effectively.
Apply marketing concepts to real-world business situations.

Course curriculum

Meaning and Definition of Marketing
Evolution of Marketing Concepts
Nature and Scope of Marketing
Importance of Marketing in Business
Core Marketing Concepts
Needs, Wants, and Demands
Customer Value and Satisfaction
Marketing vs. Selling
Marketing Management Philosophies
Role and Functions of a Marketing Manager

Meaning and Importance of Marketing Environment
Micro Environment
Macro Environment
Political and Legal Factors
Economic Factors
Social and Cultural Factors
Technological Factors
Demographic Factors
Natural Environment
Competitive Environment
PESTLE Analysis
SWOT Analysis
Environmental Scanning and Business Opportunities

Meaning and Importance of Consumer Behavior
Consumer Buying Process
Types of Buying Behavior
Factors Influencing Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
Motivation and Perception
Consumer Attitudes and Beliefs
Customer Buying Decision Models
Post-Purchase Behavior
Practical Consumer Behavior Case Studies

Meaning and Objectives of Market Research
Marketing Research Process
Identifying Marketing Problems
Research Design
Primary and Secondary Data
Qualitative and Quantitative Research
Surveys and Questionnaires
Interviews and Focus Groups
Sampling Techniques
Data Collection and Analysis
Marketing Information Systems
Market Demand Forecasting
Research Report Preparation
Practical Market Research Exercises

Meaning and Importance of Market Segmentation
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Business Market Segmentation
Target Market Selection
Undifferentiated Marketing
Differentiated Marketing
Concentrated Marketing
Micromarketing
Positioning Strategies
Perceptual Mapping
Value Proposition Development
STP Strategy Case Studies

Introduction to Marketing Mix
Product
Price
Place
Promotion
People
Process
Physical Evidence
Importance of Marketing Mix
Developing an Integrated Marketing Mix
Marketing Mix Applications Across Industries

Meaning and Classification of Products
Consumer Products and Industrial Products
Product Levels
Product Line and Product Mix
Product Mix Decisions
New Product Development Process
Idea Generation and Screening
Concept Development and Testing
Product Launch Strategies
Product Life Cycle
Introduction, Growth, Maturity, and Decline Stages
Product Differentiation
Product Portfolio Management
Product Innovation Strategies

Meaning and Objectives of Pricing
Factors Affecting Pricing Decisions
Cost-Based Pricing
Competition-Based Pricing
Value-Based Pricing
Penetration Pricing
Price Skimming
Psychological Pricing
Promotional Pricing
Discount Pricing
Dynamic Pricing
Product Line Pricing
Break-Even Pricing
Pricing Regulations and Ethical Considerations
Practical Pricing Case Studies

Meaning and Importance of Distribution
Direct and Indirect Channels
Types of Marketing Intermediaries
Wholesalers and Retailers
Channel Design Decisions
Channel Selection and Evaluation
Distribution Intensity
Intensive Distribution
Selective Distribution
Exclusive Distribution
Logistics and Supply Chain Coordination
Inventory and Warehousing
Physical Distribution
E-Commerce Distribution
Channel Conflict and Management

Meaning and Objectives of Promotion
Promotion Mix
Advertising
Sales Promotion
Personal Selling
Public Relations
Direct Marketing
Integrated Marketing Communications
Advertising Objectives
Advertising Budgeting
Media Planning and Selection
Copywriting and Creative Strategy
Sales Promotion Techniques
Public Relations Campaigns
Promotional Campaign Evaluation

Meaning and Importance of Branding
Brand Identity and Brand Image
Brand Personality
Brand Positioning
Brand Equity
Brand Awareness and Loyalty
Brand Elements
Brand Naming and Logo Development
Brand Architecture
Brand Extension
Rebranding Strategies
Brand Communication
Brand Reputation Management
Building Strong Brands
Practical Branding Case Studies

Introduction to Digital Marketing
Traditional Marketing vs. Digital Marketing
Digital Marketing Channels
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Pay-Per-Click Advertising (PPC)
Social Media Marketing
Content Marketing
Email Marketing
Affiliate Marketing
Influencer Marketing
Mobile Marketing
Marketing Automation
Online Reputation Management
Digital Marketing Campaign Planning
Digital Marketing KPIs

Introduction to Social Media Marketing
Social Media Platforms and Their Uses
Social Media Strategy Development
Audience Research
Content Planning and Calendars
Content Creation and Storytelling
Organic vs. Paid Social Media
Community Management
Influencer Collaboration
Social Media Advertising
Engagement Metrics
Social Listening
Content Performance Analysis
Social Media Campaign Case Studies

Meaning and Importance of CRM
Customer Acquisition and Retention
Customer Lifetime Value
Customer Satisfaction and Loyalty
Customer Experience Management
CRM Strategies
CRM Systems and Technologies
Customer Database Management
Relationship Marketing
Customer Feedback and Complaint Handling
Personalization and Customer Engagement
Customer Retention Programs
Measuring CRM Effectiveness

Meaning and Importance of Marketing Strategy
Strategic Marketing Planning Process
Corporate and Business-Level Strategies
Marketing Objectives
Situation Analysis
SWOT Analysis
Competitive Analysis
Porter's Five Forces
Ansoff Matrix
Growth Strategies
Market Development
Product Development
Diversification
Marketing Budget Preparation
Marketing Plan Implementation
Monitoring and Evaluation

Meaning and Characteristics of Services
Intangibility, Inseparability, Variability, and Perishability
Service Marketing Mix
Service Quality
Customer Expectations and Perceptions
Service Delivery Process
Customer Experience
Service Recovery
Internal Marketing
Relationship Marketing in Services
Services Marketing in Banking, Healthcare, Hospitality, and Education

Meaning and Scope of International Marketing
Domestic vs. International Marketing
Globalization and Market Opportunities
International Market Entry Strategies
Exporting and Licensing
Joint Ventures and Strategic Alliances
Foreign Direct Investment
Global Marketing Environment
Cultural Differences in Marketing
Standardization vs. Adaptation
International Product and Pricing Strategies
Global Distribution Channels
International Marketing Challenges

Introduction to Marketing Analytics
Marketing Key Performance Indicators (KPIs)
Customer Acquisition Cost (CAC)
Customer Lifetime Value (CLV)
Conversion Rate
Return on Marketing Investment (ROMI)
Sales and Revenue Analysis
Website and Campaign Analytics
Customer Segmentation Analytics
Marketing Dashboards
A/B Testing
Data-Driven Marketing Decisions
Marketing Performance Reports
Practical Marketing Analytics Exercises

Meaning of Marketing Ethics
Ethical Marketing Practices
Consumer Rights and Protection
Truthful Advertising
Responsible Data Collection
Privacy and Customer Consent
Sustainable Marketing
Green Marketing
Corporate Social Responsibility
Social Marketing
Ethical Challenges in Digital Marketing

Developing a Marketing Plan for a New Product
Conducting Market Research
Creating Customer Personas
Preparing an STP Strategy
Designing a Marketing Mix
Developing a Brand Positioning Strategy
Creating a Digital Marketing Campaign
Preparing a Social Media Content Calendar
Designing a Promotional Campaign
Analyzing Marketing KPIs
Preparing a Marketing Performance Dashboard
Final Marketing Strategy Presentation

Course benefits

Build a strong foundation in marketing principles and strategies.

Develop customer-focused business thinking.

Improve market research and analytical skills.

Understand consumer behavior and buying decisions.

Learn effective segmentation, targeting, and positioning.

Develop practical marketing planning abilities.

Gain knowledge of product and brand management.

Understand pricing and distribution strategies.

Improve advertising and promotional campaign planning.

Strengthen customer relationship management skills.

Who should enroll?

BBA Students
MBA Marketing Students
B.Com Students
M.Com Students
Business and Management Students
Commerce Graduates
Aspiring Marketing Professionals
Digital Marketing Beginners
Sales and Marketing Executives
Brand Management Professionals
Market Research Analysts
Entrepreneurs and Startup Founders
Small Business Owners
Business Development Professionals
Professionals Seeking Marketing Skills

Requirements

Basic understanding of business concepts is helpful but not mandatory.
Basic computer and internet knowledge.
Interest in marketing, business, and customer behavior.
A notebook for recording concepts and completing assignments.
Willingness to participate in case studies and marketing projects.
No prior professional marketing experience required.

Frequently asked questions

What is Marketing Management?

Marketing Management is the process of planning, implementing, and controlling marketing activities to identify customer needs, create value, and achieve business objectives.

Do I need prior marketing knowledge?

No, the course starts with fundamental marketing concepts and gradually progresses to advanced strategies and practical applications.

Enquire about this course

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