Marketing Management

Marketing Management

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5 Weeks







This marketing management course enables a student to understand the fundamentals of the marketing concept and the role marketing plays in business. This course enables a student to understand the ‘Marketing mix’ elements and the strategies and principles underlying modern marketing practices.

Marketing Management Course Objectives

  • To understand the concepts of marketing management
  •  To learn about the marketing process for different types of products and services
  •  To understand the tools used by marketing managers in decision situations
  •  To understand the marketing environment

Marketing Management Course Outcome

  • On completion of this course, the students will be able to:
  • Students will demonstrate strong conceptual knowledge in the functional area of marketing management.
  • Students will demonstrate an effective understanding of relevant functional areas of marketing management and its application.
  • Students will demonstrate analytical skills in identifying and resolving problems pertaining to marketing management.

Marketing Management Career Opportunities

A Marketing Management graduate will never find a dearth of jobs in the market. Be it any industry or profession, there is always a requirement of marketing personnel to enhance the visibility of products and services. Business expansion is possible only with considerable marketing efforts.

So here are some popular job profiles that you will be offered after earning a degree in the marketing domain.

  • Marketing Manager
  • Marketing Research Analyst
  • Advertising or Promotions Manager
  • Social Media Manager
  • Product/Brand Manager
  • Media Planner
  • Sales Manager
  • Public Relations Specialist
  • Meeting/Event Planner
  • Marketing Coordinator
  • Customer Service Representative
  • Sales Representative

Marketing Management Course Modules

Introduction of Marketing Management

  • Definition and Meaning of Marketing
  • Nature of Marketing
  • Scope of Marketing
  • Importance of marketing
  • Functions of Marketing
  • Difference between Marketing and Selling
  • Evolution of Marketing Concept

Marketing Environment

  • Micro and Macro Environments
  • Internal Environment
  • External Environment
  • Example of Marketing Environment
  • Methods of Marketing Analysis
  • Market Segmentation
  • Targeting and Positioning

Marketing mix

  • The marketing mix
  • 8Ps of marketing mix

Buying Behavior in Marketing

  • Consumer behavior in marketing
  • Organizational buying behavior

The decision making process

  • Consumer Decision Making Process
  • Strategic marketing planning

Product Decisions

  • Concept of product
  • Levels of product
  • Classification of product
  • Major product decisions
  • Product Attributes
  • Product Line Vs. Product Mix
  • Branding
  • Packaging and Labeling
  • Product life cycle
  • New product development
  • The Consumer Adoption Process

Pricing Decision

  • Factors Affecting Price Decisions
  • Selecting Pricing Method
  • Price Discounts & Allowances
  • Major pricing strategies
  • 3 major Pricing Strategies
  • Difference Between Rebate and Discount

Distribution Management

  • Distribution Channels
  • Definition, Types, & Functions
  • Functions of Distribution Channels
  • Factors Determining the Choice of Distribution Channels
  • Introduction to Logistics and Supply Chain Management

Promotional Decisions

  • Introduction
  • The Promotion Mix
  • Personal Selling
  • Sales Promotion
  • Direct Marketing

Marketing Research

  • Marketing Research Process
  • Branches / Areas / Scope of Marketing Research
  • Limitations of Marketing Research

Customer Relationship Management

Issues and Developments in Marketing

  • Social & Ethical Aspects of Marketing
  • Service Marketing
  • International Marketing
  • Relationship Marketing Strategy
  • Cyber Marketing
  • Green Marketing