Course curriculum

  • 1

    Week 1

    • Syllabus - Marketing Management

    • Textbook - Principles of Marketing - Philip Kotler

    • Textbook - Consumer Behavior : Building Marketing Strategy

    • 1.1a Introduction of Marketing

    • 1.1b Introduction of Marketing Management

    • 1.1c Introduction of Marketing Management

    • 1.1 Quiz - Introduction Marketing Management

    • 1.2 Understanding Marketing Management-Marketing strategy & plans

    • 1.3 Understanding Marketing Management-Marketing ethics
  • 2

    Week 2 - Capturing Marketing Insights

    • 2.1 Gathering information & scanning the environment

    • 2.2 Marketing research

    • 2.3 Quiz of Capturing Marketing Insights

    • 2.4 Reference - Four Common Method of Market Research, How to conduct market research and common mistakes of market research questions
  • 3

    Week 3 Connecting With Customers

    • 3.1 Customer Value, Satisfaction, And Loyalty

    • 3.1a Customer Loyalty Case study - Starbuck

    • 3.2 Consumer And Business Markets

    • 3.3 Consumer Behavior

    • 3.3a Customer Behaviour case - source from INSTITUTE OF DEVELOPMENT STUDIES, LUCKNOW UNIVERSITY

    • 3.4 Market Segmentation and Targets

    • 3.4a Market Segmentation Case Study - Lego

    • 3.4b Market Segmentation - Case Study - Nike

    • 3.5 Quiz Week 3 Connecting with customers
  • 4

    Week 4 - Build a Strong Brand

    • 4.1 Introduction of Brand Equity

    • Week 4-2 Brand Positioning

    • Week 4-3 Competition

    • Week 4.4 - A Case Study on Netflix Marketing Strategy and Tactics

    • Week 4.5 Brand Positioning Strategy - Netflix

    • MCQ WEEK 4: BUILDING STRONG BRANDS
  • 5

    Week 4b Shaping Marketing Offering - Product Strategy

    • Week 4b - 1 - Product Strategy

    • Week 4b - 2 - Service Strategy

    • Week 4b-3 Pricing Strategy

    • MCQ WEEK 4: SHAPING THE MARKET OFFERINGS

    • Week 4b-4 - How Starbucks uses pricing strategy for profit maximization
  • 6

    Week 5 DELIVERING VALUE

    • Week 5-1 MARKETING CHANNELS & VALUE NETWORKS

    • Week 5-2 DELIVERING VALUE - MANAGING INTERMEDIARIES AND LOGISTICS

    • MCQ WEEK 5: DELIVERING VALUE

    • Week 5: Midterm Question

  • 7

    Week 6: COMMUNICATING VALUE

    • 6.1 Integrated Marketing Communication

    • 6.2 Mass Communication

    • 6.3 Personal Communication

    • MCQ WEEK 6: COMMUNICATING VALUE
  • 8

    WEEK 7: CREATING SUCCESSFUL LONG-TERM GROWTH

    • Week 7-1 CREATING SUCCESSFUL LONG-TERM GROWTH - NEW MARKET OFFERINGS

    • WEEK 7-2 CREATING SUCCESSFUL LONG-TERM GROWTH-GLOBAL MARKETS

    • WEEK 7-3 CREATING A SUCCESSFUL LONG-TERM GROWTH-HOLISTIC MARKETING

    • MCQ WEEK 7: CREATING SUCCESSFUL LONG-TERM GROWTH
  • 9

    Week 8 - Organizing, Implementing and Controlling Marketing Effort

    • WEEK 8-1 ORGANIZING IMPLEMENTING AND CONTROLLING MARKETING EFFORT

    • Week 8-2 ORGANIZING, IMPLEMENTING & CONTROLLING MARKETING EFFORT-BUDGETING & CONTROLLING

    • MCQ: WEEK 8 ORGANIZING, IMPLEMENTING & CONTROLLING MARKETING EFFORT
  • 10

    Week 9 - E-marketing

    • Week 9-1 Introducation of e-marketing

    • Week 9-2 E-marketing

    • Quiz Week 9 - E-marketing

    • Week 9-3: What is B2B marketing?
  • 11

    Week 10: Final Assessment

    • Final Assessment - Question

    • Final Assessment - Answer