MARKETING MANAGEMENT THEORY & APPLICATION

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This course presents the analysis of marketing management as it relates to marketing opportunities, marketing planning, and product strategy. The decision-making responsibilities of the marketing manager are examined with particular emphasis on market research, demand analysis, cost analysis, and market planning and development. Case studies and computer-based simulations are used extensively throughout the course.

Course Instructor

Harish Gautam Harish Gautam Author

Learning is life. Always be excited to impart and improve. Believe in Think-Share-Learn.

Welcome and Course Orientation

Course Orientation
Reflective Writing Simplified
Plagiarism and Academic Integrity

INTRODUCTION TO MARKETING PLANNING

Marketing and Marketing Planning
Marketing plans and objectives
Drivers of marketing planning

ENVIRONMENTAL ANALYSIS

The Marketing Audit
Analyzing the external environment
Analysing the internal environment
Identifying marketing strategies

MARKETING STRATEGY THROUGH SEGMENTATION

Segmentation strategy
Segmenting markets
Targeting
Positioning

MARKETING PLANNING IN CONTEXT

Implementing marketing plans
Adapting marketing planning to context