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Marketing Management-I

IIT Kanpur, , Prof. Prof. Jayanta ChatterjeeDr. Shashi Shekhar Mishra

Updated On 02 Feb, 19

Overview

This is part-I of a course on Marketing Management. 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.

Includes

Lecture 28: Psychological Influences on Consumer Buying Process

4.1 ( 11 )

Lecture Details

Course Details

COURSE LAYOUT

Week-1 Introduction to Marketing
  • Defining Marketing
  • Core concepts in Marketing
  • Evolution of Marketing
  • Marketing Planning Process
  • Contemporary Issues and Practices

Week-2 Scanning the Business Environment
  • The value chain
  • Core Competencies
  • Strategic Planning Process
  • PESTEL
  • Competition Analysis
  • SWOT Analysis

Week-3&4 Marketing Information System and Marketing Research
  • Role of Marketing Information
  • System in Managerial Decision Making Process
  • Components of Marketing Information systems
  • The Marketing Research Process: An overview
  • Defining the Management Decision Problem and Marketing Research Problem
  • Framing Research Objectives and developing the research plan
  • Exploratory vs. Conclusive Research

Week-5&6 Buyer Behavior
  • Consumer Behavior
  • Consumer buying process model
  • What Influences Consumer Behavior
  • Key Psychological Processes
  • The Buying Decision Process: The Five Stage Model
  •  Other Theories of Consumer Decision Making 
  •  Industrial Buyer Behavior
  •  Concept of Buying Center
  •  Industrial buying process model
  •  Influence of Economic and Behavioral Factors
  •  Influence of Procurement Organization
  •  Role of Negotiation Process 

Week-7&8 Generic Marketing Strategies
  •  Defining Market Segmentation 
  •  Bases of segmentation 
  •  Evaluation and Targeting Market Segments
  • Brand Positioning and Differentiation

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Comments
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Sam

Sep 12, 2018

Excellent course helped me understand topic that i couldn't while attendinfg my college.

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Dembe

March 29, 2019

Great course. Thank you very much.

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