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Marketing Management

Ashis Mishra

3.5

Based on 2 ratings

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Ashis Mishra

According to world-renowned management consultant, Peter Drucker, "Marketing is the only distinguishing and unique function of business…There is only one valid definition of business purpose and that is to create a customer.”

While the significance of marketing in today’s business world can never be overstated, it is the precise understanding and appreciation of marketing management that needs to be accentuated. Marketing management allows an organization to track, review and analyze their marketing resources and activities.

In this marketing course, you will learn the fundamentals of marketing management, as you gradually learn advanced theories and applications through real world business examples, illustrations, cases and exercises. You will learn how marketing management tools can be used to increase your customer base, improve customer satisfaction and increase your company’s overall perceived value.

You will learn how marketing serves as a key element within an organization’s strategy.

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What's inside

Learning objectives

Basic concepts of marketing
Segmentation, targeting, differentiation and positioning

Marketing strategy
4ps of marketing: product, price, place and promotion

Basic concepts of marketing
Segmentation, targeting, differentiation and positioning
Marketing strategy
4ps of marketing: product, price, place and promotion

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Provides solid theoretical grounding in marketing, crucial for building a strong foundation

Emphasizes the importance of customer satisfaction and value creation, aligning with modern marketing strategies

Offers a blend of theory and real-world examples, making the concepts relatable and applicable

Taught by instructors with industry expertise, ensuring practical relevance and insights

Covers the foundational concepts of marketing, suitable for beginners seeking an introduction to the field

Primarily geared towards students with a basic understanding of business and marketing principles

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Reviews summary

Marketing management: solid core fundamentals

According to learners, this Marketing Management course from IIMB provides a solid foundation in core marketing concepts like segmentation, targeting, positioning, the 4Ps, and strategy. Many students found the lectures clear and the examples helpful, making it particularly useful for beginners or those seeking a refresher. The case studies and assignments were often viewed as practical for applying concepts. However, some reviewers noted the content feels outdated, especially regarding digital marketing and modern tools, suggesting it needs significant updates. Some also felt it leaned too heavily on theory, lacking sufficient detail on practical execution for more experienced professionals. Overall, it's considered a strong starting point but may require supplemental learning for current industry practices.

Opinions vary on the balance between theory and practice.

"The assignments were practical and helped solidify the concepts."

"Assignments were okay, some were more theoretical than practical."

"The cases studies were particularly insightful and helped connect theory to real-world applications."

"Some areas felt a bit too academic and less focused on practical execution."

"...not enough for a professional looking to gain cutting-edge skills."

Lectures and concepts are explained clearly.

"It breaks down complex ideas into manageable parts."

"Instructor explains concepts clearly."

"The lectures are concise and the examples are easy to understand."

"The lectures were clear and easy to follow."

"The explanations were clear, and the examples were helpful."

Provides a strong base in core marketing concepts.

"A wonderful course for getting the basics of Marketing Management and strategy."

"Excellent course that provides a solid foundation in marketing management."

"Fantastic introduction to marketing management. It covers all the essential topics..."

"Solid course on marketing basics. The 4Ps are covered extensively."

"Fantastic foundational course! Covers all the core principles of marketing management effectively."

Does not adequately cover modern digital marketing.

"...I found some of the lectures a bit outdated, especially regarding digital marketing trends."

"...it barely touches upon digital marketing, social media, or analytics, which are crucial today."

"Needs significant updates."

"Would have liked more focus on implementation and modern tools rather than just theory."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing Management with these activities:

Practice using marketing software

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Refresh your skills in using marketing software and tools, such as Google Analytics, Mailchimp, and Hootsuite, to enhance your practical marketing capabilities.

Browse courses on Digital Marketing Tools

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Review online tutorials and documentation
Experiment with different software features

Review core marketing concepts

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Review fundamental marketing concepts, such as market segmentation, target marketing, and the marketing mix, to strengthen your foundational understanding.

Browse courses on Marketing Concepts

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Identify key marketing terms and definitions
Summarize different types of market segmentation and target marketing strategies
Explain the concept of the marketing mix and its components

Read 'Marketing Management' by Philip Kotler

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Enhance your understanding of marketing principles and practices by reading 'Marketing Management' by Philip Kotler, a renowned marketing expert, to supplement your course materials.

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Read and summarize key chapters
Apply concepts to real-world marketing scenarios

Four other activities

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Participate in group discussions

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Engage in discussions with peers to exchange ideas, ask questions, and share insights, fostering a collaborative learning environment and reinforcing your understanding.

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Join online discussion forums
Contribute to discussions and ask questions

Analyze marketing case studies

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Practice applying marketing concepts and theories by analyzing real-world marketing case studies to enhance your decision-making abilities.

Browse courses on Marketing Case Studies

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Read and understand the case study
Identify the key marketing problems and challenges
Develop and evaluate potential marketing solutions

Develop a marketing plan

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Apply your knowledge to create a comprehensive marketing plan that includes market research, segmentation, target marketing, and marketing mix strategies to enhance your practical marketing skills.

Browse courses on Marketing Plan Development

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Define the target market and conduct market research
Develop marketing goals and objectives
Create a marketing mix strategy

Explore advanced marketing techniques

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Stay up-to-date with industry trends by exploring advanced marketing techniques, such as digital marketing, influencer marketing, and growth hacking, to expand your marketing skillset.

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Research and identify emerging marketing trends
Attend online tutorials and webinars on advanced marketing topics
Implement new marketing strategies and tactics in your own projects

Career center

Learners who complete Marketing Management will develop knowledge and skills that may be useful to these careers:

Marketing Manager

A Marketing Manager oversees marketing campaigns across all channels. Be in charge of marketing from start to finish. A course in marketing management will help build a foundation in marketing strategy. It will help with the creation of excellent segmentation, targeting, and positioning. This can lead to more precise and successful marketing campaigns.

See salaries and explore the career path for Marketing Manager

Brand Manager

A Brand Manager identifies, develops, and maintains a brand's identity. As a Brand Manager, you will oversee the consistent messaging of a brand. A course in marketing management can help build a strong foundation in building a brand and managing a brand's strategy.

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Product Marketing Manager

A Product Marketing Manager manages the marketing of specific products or product lines. As a Product Marketing Manager, you will lead the development and execution of a product's marketing plan. Knowledge of the 4Ps of marketing is critical for success in this role, which will be covered in this course.

See salaries and explore the career path for Product Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager plans and executes marketing campaigns that appear on digital devices. As a Digital Marketing Manager, you will have the responsibility of generating leads and conversion. The fundamentals of marketing management can help a Digital Marketing Manager better understand their consumer base.

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Market Research Analyst

A Market Research Analyst gathers and interprets data on consumer behavior. As a Market Research Analyst, you will synthesize data to provide advice to marketing and product teams. A course in Marketing Management can help build a foundation in market research, which is the core component of this role.

See salaries and explore the career path for Market Research Analyst

Marketing Consultant

A Marketing Consultant advises businesses on their marketing strategies. As a Marketing Consultant, you will have the responsibility of developing and executing marketing plans for clients. A course in marketing management may be useful for building a foundation in marketing management.

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Marketing Director

A Marketing Director leads a company's marketing department. As a Marketing Director, you will oversee the entire marketing operation, including strategy, planning, and execution. A course in marketing management can provide you with the necessary tools to succeed in this role.

See salaries and explore the career path for Marketing Director

Public relations manager

A Public Relations Manager is responsible for managing the public image of a company. As a Public Relations Manager, you will oversee communications with the media and the public. A course in marketing management can provide you with the knowledge necessary to build a successful public relations campaign.

See salaries and explore the career path for Public relations manager

Sales Manager

A Sales Manager leads a team of sales representatives. As a Sales Manager, you will be responsible for setting sales goals, developing sales strategies, and managing sales teams. Knowledge of segmentation, targeting, and positioning, will help lead you to success as a Sales Manager.

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Account Manager

An Account Manager is responsible for managing relationships with clients. As an Account Manager, your responsibilities include developing and executing marketing campaigns for clients. A course in marketing management can provide you with the necessary skills to succeed in this role.

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Business Development Manager

A Business Development Manager is responsible for generating new business for a company. Understanding marketing strategy and its execution will be imperative to the responsibilities of a Business Development Manager.

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Event Planner

An Event Planner plans and executes events for clients. As an Event Planner, you will be responsible for developing and executing marketing campaigns for events. Knowledge of marketing management can provide the necessary skills to succeed in this role.

See salaries and explore the career path for Event Planner

Media Buyer

A Media Buyer purchases advertising space for clients. As a Media Buyer, your responsibilities include negotiating with media outlets and developing and executing media plans. A course in marketing management can provide you with the necessary skills to succeed in this role.

See salaries and explore the career path for Media Buyer

Marketing Analyst

A Marketing Analyst analyzes marketing data to identify trends and opportunities. In this role, you will be responsible to gather data on consumer behavior and provide insights to marketing and product teams. A course in marketing management can help build a foundation in market research, which is essential to this role.

See salaries and explore the career path for Marketing Analyst

Web Developer

A Web Developer designs and develops websites. As a Web Developer, you will be responsible for creating and maintaining websites for clients. A course in marketing management may be useful for understanding the marketing side involved in working with clients.

See salaries and explore the career path for Web Developer

Reading list

We've selected 39 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Marketing Management.

Marketing Management, Global Edition

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Classic textbook on marketing management. It provides a comprehensive overview of the field, covering all the key concepts and theories.

Marketing Management

What's inside

Learning objectives

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Reviews summary

Marketing management: solid core fundamentals

Activities

Career center

Reading list

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