Marketing Management And Strategy

1. Apply marketing principles in various economic contexts.
2. Develop effective marketing mix strategies.
3. Analyze consumer behavior and market segments.
4. Create and manage successful branding campaigns.
5. Implement appropriate pricing policies.
6. Design integrated marketing communications plans.

13 weeks, about 112 hours in total. Yours will differ.

1. Week 1Module 1: Introduction to Marketing

   • Unit 1: Introduction to Marketing · 8 hours

     Define marketing and explain its key concepts.. Discuss the five competing concepts under which organizations operate.. Analyze the elements of the marketing mix..

2. Week 2Module 1: Introduction to Marketing

   • Unit 2: Marketing In a Developing Economy · 8 hours

     Explain the characteristics of developing economies.. Discuss the necessity and importance of marketing in developing economies.. Identify the problems and prospects of marketing in developing economies..

3. Week 3Module 2: Marketing Mix and Planning

   • Unit 3: Marketing of Services · 8 hours

     Describe services marketing and its challenges.. Explain the characteristics of services: inseparability, intangibility, perishability, variability, and homogeneity.. Discuss the 7 P's of services marketing..

4. Week 4Module 2: Marketing Mix and Planning

   • Unit 4: Planning of Marketing Mix · 8 hours

     Define marketing mix and its role in marketing planning.. Analyze the marketing planning process: situation analysis, market research, segmentation, targeting, and positioning.. Plan marketing strategies, programs, and support..

5. Week 5Module 2: Marketing Mix and Planning

   • Unit 5: Marketing Segmentation and Planning · 8 hours

     Define marketing segmentation and its importance.. Discuss the four basic factors affecting market segmentation.. Explain the methods for segmenting consumer markets: geographic and behavioral..

6. Week 6Module 3: Marketing Research and Consumer Behavior

   • Unit 6: Marketing Organization · 8 hours

     Explain the role of marketing in an organization.. Discuss the six types of marketing organizations: growth champion, senior counselor, brand foreman, growth facilitator, best practices advisor, and service provider.. Describe the four types of marketing organization: functional, product-oriented, geographical, and divisional..

7. Week 7Module 3: Marketing Research and Consumer Behavior

   • Unit 7: Marketing Research and Its Application · 8 hours

     Define marketing research and its stages.. Explain the importance of marketing research in decision making.. Discuss the relationship between research and marketing strategy..

8. Week 8Module 3: Marketing Research and Consumer Behavior

   • Unit 8: Determinants of Consumer Behaviour · 8 hours

     Define consumer behavior and its determinants.. Analyze different types of consumer behavior: habitual, variety, complex, and dissonance-reduction.. Discuss the influence of politics, religion, culture, and society on consumer behavior..

9. Week 9Module 4: Product, Branding and Pricing Strategies

   • Unit 9: Models of Consumer Behaviour · 8 hours

     Explain various models of consumer behavior: black box, Howard-Sheth, Nicosia, and Engel-Blackwell-Kolat.. Discuss theoretical approaches to studying consumer behavior: economic, psychodynamic, behaviorist, and cognitive.. Critique the models of consumer behavior..

10. Week 10Module 4: Product, Branding and Pricing Strategies

    • Unit 10: Product Decisions, Planning and Development · 8 hours

      Define product and its levels: core benefit, basic product, expected product, augmented product, and potential product.. Classify products: consumer products (convenience, shopping, specialty, unsought) and business products (installations, accessory equipment, raw materials, etc.).. Discuss product decisions, planning, and development..

11. Week 11Module 4: Product, Branding and Pricing Strategies

    • Unit 11: Product Life Cycle and New Product Development · 8 hours

      Explain the product life cycle (PLC) concept and its stages: introduction, growth, maturity, and decline.. Discuss marketing mix strategies at different PLC stages.. Outline options for managing products in the decline stage..

12. Week 12Module 5: Pricing, Communications and Sales Management

    • Unit 12: Branding and Packaging Decisions · 8 hours

      Define branding and brand equity.. Discuss the role and scope of branding.. Explain decisions in developing a branding strategy and the functions of packaging..

13. Week 13Module 5: Pricing, Communications and Sales Management

    • Unit 13: Pricing Policies and Practices · 8 hours

      Explain pricing policies and practices.. Discuss demand, supply, and environmental influences on pricing decisions.. Analyze various pricing strategies: differential, competitive, product-line, psychological, and distribution-based..

    • Unit 14 – Indian Consumer Environment · 8 hours

      Describe the Indian consumer environment based on the 2011 census.. Discuss the impact of demographic changes on consumer behavior in India..