WELCOME TO MARKETING MANAGEMENT COURSE 

This page will guide you through the course syllabus and provide important information related to this course.

Pre-requisites

Basic understanding of business environment is recommended.

  COURSE AGENDA

Week No.	Section Name	Topics Covered
0	Welcome	Welcome Message
	Guidelines for Proctored Exam	An Overview Salient Features Instructions and Guidelines Practice Proctored Exam Getting Help
1	Introduction to Marketing	Introduction to Marketing Definition of Marketing Marketing Management Marketing Environment Difference between Marketing and Selling Business Models and Value Chain
2	Segmentation and Targeting	Introduction to Segmentation Concept of Segmentation Bases of Segmentation Targeting Targeting Strategies Segmentation and Targeting in real life marketing scenario
3	Differentiation and Positioning	Introduction to Differentiation Differentiation Parameters Competition Positioning
4	Consumer Behavior	Concept of consumer behavior Who is a consumer and who is a customer? Importance of Consumer behavior Buying roles Consumer decision making process Factors influencing consumer behavior
5	B2B Marketing and Marketing Strategy (Product Decisions)	Organizational buying, difference from consumer buying Business buying process and stages Buying Centres Segmenting business market B2B value proposition Product decisions
6	Marketing Strategy (Product, Service and Pricing Decisions)	Product line analysis Meaning of Brand Brand decisions Service decisions Introduction to Pricing Pricing objectives and methods Price setting
7	Marketing Strategy (Place Decisions)	Meaning of Distribution Channel functions and flow Channel levels Distribution channel intermediaries  Channel design decisions
8	Marketing Strategy (Promotion) and Product Life Cycle	Meaning of Promotion The communication process model  Designing and Developing Communication Select the communication channel  Factors in setting the marketing communication mix  Managing the integrated marketing communications process  Various promotional methods

  TIME COMMITMENT

Course Length:

• 8 weeks of course content

Weekly Commitment

4-5 hours per week. This includes the time spent in going through the course materials (videos and reading materials), completing the assessment(s) and participating in the discussion forums.

Grading Scheme

The course follows an End of Week assessment scheme, which consists of multiple choice questions and scenario-based questions. There are 8 graded assessments + 1 Final Exam in this course. The score from each assessment will contribute to the final score, which you can track using the Progress tab.

Week	Weightage	Due Date
1	06%	1st Feb 2018, 9.00 AM IST
2	06%	1st Feb 2018, 9.00 AM IST
3	06%	1st Feb 2018, 9.00 AM IST
4	06%	1st Feb 2018, 9.00 AM IST
5	06%	1st Feb 2018, 9.00 AM IST
6	06%	1st Feb 2018, 9.00 AM IST
7	06%	1st Feb 2018, 9.00 AM IST
8	06%	1st Feb 2018, 9.00 AM IST
Final Exam	52%	1st Feb 2018, 9.00 AM IST

Note: The ungraded assessments are interspersed throughout the course to recall what you have learnt so far. These do not count for final assessments and will not show up on the Progress tab.

To pass this course you will have to take all weekly assessments (8 in total) + 1 final exam and score above 60%. 

Note

• Many of these dates are dynamic and subject to change during the course run. Please be sure to visit the Course Home page and refer to your weekly course email for any change in any of the dates listed above.