Marketing Management-I

Overview

Syllabus 8

1. Week 1 Introduction to Marketing
   • Lecture 1 Defining Marketing
   • Lecture 2 Core Concepts in Marketing
   • Lecture 3 Case Studies
   • Lecture 4 Marketing of Services
   • Lecture 5 Evolution of Marketing
   • Lecture 6 Contemporary Issues in Modern Marketing Practices
2. Week 2 Scanning the Business Environment
   • Lecture 7 Introduction to Competitor Analysis
   • Lecture 8 Marketing Objectives
   • Lecture 9 Strategy and Core Competency
   • Lecture 10 PESTEL Framework
   • Lecture 11 Competitive Analysis
   • Lecture 12 Case Study
3. Week 3 Capturing Market Insights
   • Lecture 13 Introduction To Marketing Information System
   • Lecture 14 Components of a Marketing Information System
   • Lecture 15 Marketing Research Process
   • Lecture 16 MDP and MRP
   • Lecture 17 Exploratory Research
   • Lecture 18 Exploratory Research - Continued
4. Week 4 Capturing Marketing Insights II
   • Lecture 19 Causal Research
   • Lecture 20 Measurement and Scaling
   • Lecture 21 Questionnaire and Sampling
   • Lecture 22 Sampling Techniques
   • Lecture 23 Data Collection, Preparation and Analysis
   • Lecture 24 Multivariate Data Analysis
5. Week 5 Analyzing the Buyer Behaviour
   • Lecture 25 Introduction to Consumer Behaviour and Need Recognition
   • Lecture 26 Information Search
   • Lecture 27 Socio-Cultural Influences on the Consumer Buying Process
   • Lecture 28 Psychological Influences on Consumer Buying Process
   • Lecture 29 Evaluation of Alternatives
   • Lecture 30 Purchase and Post Purchase Evaluation
6. Week 6 Analyzing Buyer Behaviour II
   • Lecture 31 Service Consumption
   • Lecture 32 Structural Models of Attitude
   • Lecture 33 Industrial Buyer Behaviour I
   • Lecture 34 Industrial Buyer Behaviour II
   • Lecture 35 Industrial Marketing Program and Buying Process
   • Lecture 36 Three Dimension of Industrial Buyer Behaviour
7. Week 7 Segmentation , Targeting and Positioning
   • Lecture 37 Consumer Decision-Making Process Revisited
   • Lecture 38 Identifying and Choosing Opportunities
   • Lecture 39 Market Segmentation
   • Lecture 40 Market Segmentation - II
   • Lecture 41 Segmentation and Targeting
   • Lecture 42 Segmentation and Post Segmentation Strategies
8. Week 8 Positioning Based on Segmentation and Targeting
   • Lecture 43 Introduction to Marketing Strategy
   • Lecture 44 Positioning
   • Lecture 45 Segmentation and Targeting in B2B Market
   • Lecture 46 Crafting the Positioning and Branding Effectively
   • Lecture 47 Generic Modeling Strategy
   • Lecture 48 Generic Modeling Strategy

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Taught by

• Prof. Jayanta Chatterjee, Prof. Shashi Shekhar MishraIIT Kanpur