InfoCoBuild

Marketing Management I

Marketing Management I. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial Management and Engineering, IIT Kanpur. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. (from nptel.ac.in)

Lecture 06 - Contemporary Issues in Modern Marketing Practices

Concepts covered in this lecture: 1. Role of Marketing in Modern Organization, 2. Marketing Theory and MSME, 3. Green Marketing, 4. Information Technology - Its growth and Impact, 5. Customer Relationship Management.


Go to the Course Home or watch other lectures:

Introduction to Marketing
Lecture 01 - Defining Marketing
Lecture 02 - Core Concepts in Marketing
Lecture 03 - Case Studies: Honda Activa, Tata Nano
Lecture 04 - Marketing of Services
Lecture 05 - Evolution of Marketing
Lecture 06 - Contemporary Issues in Modern Marketing Practices
Scanning the Business Environment
Lecture 07 - Introduction to Competitor Analysis
Lecture 08 - Marketing Objectives
Lecture 09 - Strategy and Core Competency
Lecture 10 - PESTEL Framework
Lecture 11 - Competitive Analysis
Lecture 12 - Case Study: Competitive Analysis
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 - Management Decision Problem (MDP) and Marketing Research Problem (MRP)
Lecture 17 - Exploratory Research
Lecture 18 - Exploratory Research (cont.)
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
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
Lecture 31 - Service Consumption
Lecture 32 - Structural Models of Attitude
Lecture 33 - Industrial Buyer Behaviour
Lecture 34 - Industrial Buyer Behaviour (cont.)
Lecture 35 - Industrial Marketing Program and Buying Process
Lecture 36 - Three Dimension of Industrial Buyer Behaviour
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 (cont.)
Lecture 41 - Segmentation and Targeting
Lecture 42 - Segmentation and Post Segmentation Strategies
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