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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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/730h3g/marketing
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
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
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
Save this course
Save Marketing Management to your list so you can find it easily later:
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Reviews summary
Beginner-friendly marketing course
According to students, this beginner-friendly Marketing Management course is not difficult and provides engaging assignments. Despite being largely positive, some learners say that the course lacks depth.
Straightforward course materials.
"Although it is labelled as an advanced course on EDX, it is still a very primary level course that lacks in both breath and especially depth."
Assignments and case studies enhance learning.
"Cases from real life helped to understand the course material."
"Apply: Channels Simulator"
Course is not a good value.
"At $214, it is definitely not value for money."
Course lacks depth and breadth.
"Although it is labelled as an advanced course on EDX, it is still a very primary level course that lacks in both breath and especially depth."
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
Show steps
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
Show steps
-
Review online tutorials and documentation
-
Experiment with different software features
Review core marketing concepts
Show steps
Review fundamental marketing concepts, such as market segmentation, target marketing, and the marketing mix, to strengthen your foundational understanding.
Browse courses on
Marketing Concepts
Show steps
-
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
Show steps
Enhance your understanding of marketing principles and practices by reading 'Marketing Management' by Philip Kotler, a renowned marketing expert, to supplement your course materials.
Show steps
-
Read and summarize key chapters
-
Apply concepts to real-world marketing scenarios
Four other activities
Expand to see all activities and additional details
Show all seven activities
Participate in group discussions
Show steps
Engage in discussions with peers to exchange ideas, ask questions, and share insights, fostering a collaborative learning environment and reinforcing your understanding.
Browse courses on
Group Discussions
Show steps
-
Join online discussion forums
-
Contribute to discussions and ask questions
Analyze marketing case studies
Show steps
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
Show steps
-
Read and understand the case study
-
Identify the key marketing problems and challenges
-
Develop and evaluate potential marketing solutions
Develop a marketing plan
Show steps
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
Show steps
-
Define the target market and conduct market research
-
Develop marketing goals and objectives
-
Create a marketing mix strategy
Explore advanced marketing techniques
Show steps
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.
Show steps
-
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
Practice using marketing software
Show steps
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
Show steps
Show steps
Show steps
- Review online tutorials and documentation
- Experiment with different software features
Review core marketing concepts
Show steps
Review fundamental marketing concepts, such as market segmentation, target marketing, and the marketing mix, to strengthen your foundational understanding.
Browse courses on
Marketing Concepts
Show steps
Show steps
Show steps
- 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
Show steps
Enhance your understanding of marketing principles and practices by reading 'Marketing Management' by Philip Kotler, a renowned marketing expert, to supplement your course materials.
Show steps
Show steps
Show steps
- Read and summarize key chapters
- Apply concepts to real-world marketing scenarios
Four other activities
Expand to see all activities and additional details
Show all seven activities
Participate in group discussions
Show steps
Engage in discussions with peers to exchange ideas, ask questions, and share insights, fostering a collaborative learning environment and reinforcing your understanding.
Browse courses on
Group Discussions
Show steps
Show steps
Show steps
- Join online discussion forums
- Contribute to discussions and ask questions
Analyze marketing case studies
Show steps
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
Show steps
Show steps
Show steps
- Read and understand the case study
- Identify the key marketing problems and challenges
- Develop and evaluate potential marketing solutions
Develop a marketing plan
Show steps
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
Show steps
Show steps
Show steps
- Define the target market and conduct market research
- Develop marketing goals and objectives
- Create a marketing mix strategy
Explore advanced marketing techniques
Show steps
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.
Show steps
Show steps
Show steps
- 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
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.
Brand 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.
Product Marketing Manager
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.
Digital 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.
Market Research Analyst
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.
Marketing Consultant
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.
Marketing Director
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.
Public relations manager
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.
Sales 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.
Account Manager
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.
Business Development Manager
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.
Event Planner
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.
Media Buyer
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.
Marketing Analyst
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.
Web Developer
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.
For more career information including salaries, visit:
OpenCourser.com/course/730h3g/marketing
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.
Classic textbook on marketing management. It provides a comprehensive overview of the field, covering all the key concepts and theories.
Save
Is another popular textbook on marketing management. It is known for its clear and concise writing style and its practical focus.
Save
Classic textbook on marketing management and provides a comprehensive overview of the field. It valuable resource for students and practitioners alike who want to learn more about the fundamentals of marketing.
Save
This foundational textbook provides a comprehensive overview of marketing management concepts, strategies, and practices. It aligns well with the course's focus on segmentation, targeting, and positioning, as well as the 4Ps of marketing.
Save
Provides a decision-focused approach to marketing strategy. It helps readers understand how to make strategic marketing decisions and implement them effectively.
Must-read for anyone who wants to understand how to position their brand in the marketplace.
This strategic marketing management book offers insights into marketing strategy development and implementation. It complements the course's emphasis on marketing strategy and adds depth to the discussion of segmentation, targeting, and positioning.
Save
Provides a comprehensive overview of digital marketing. It covers all the key aspects of digital marketing, including strategy, implementation, and measurement.
This introductory marketing textbook covers a wide range of topics, including consumer behavior, marketing research, and marketing communications. It provides foundational knowledge that supports the concepts taught in the course.
Delves into the practical aspects of digital marketing, such as search engine optimization (SEO), social media marketing, and email marketing. It complements the course's coverage of marketing strategy and promotion.
Save
This practical guide to marketing analytics provides a foundation in data analysis techniques using Microsoft Excel. It aligns with the course's emphasis on analyzing marketing performance and making data-driven decisions.
Provides a comprehensive overview of customer relationship management (CRM). It covers all the key aspects of CRM, including concepts, technologies, and implementation.
Provides a roadmap for using analytics to gain a competitive advantage.
Save
Provides a practical guide to marketing analytics. It shows readers how to use data to make better marketing decisions.
Save
Provides a comprehensive overview of marketing metrics and how to use them to measure marketing effectiveness.
Save
Provides a comprehensive overview of digital marketing.
Save
This popular book explores the factors that drive word-of-mouth marketing and viral content. It complements the course's coverage of promotion and adds insights into how to create memorable and shareable marketing campaigns.
Provides a strategic guide to social media marketing. It helps readers understand how to use social media to achieve their marketing goals.
Provides a collection of guerrilla marketing strategies that can be used to get attention and grow your business.
Save
Provides a simple and easy-to-understand guide to marketing automation.
Provides a framework for understanding the challenges of marketing to mainstream customers.
Provides a guide to the lean startup methodology. It helps readers understand how to build a successful business by testing their ideas and iterating quickly.
Provides a comprehensive guide to starting and running a successful startup.
Save
Provides a comprehensive guide to inbound marketing.
This thought-provoking book challenges conventional wisdom about starting and scaling businesses. It provides a unique perspective on marketing strategy and innovation.
Save
This practical guide helps startups acquire their first customers. It complements the course's focus on marketing strategy and execution.
Provides a comprehensive overview of social media marketing.
Save
Provides a guide to getting traction for your startup. It helps readers understand how to acquire customers and grow their business.
Provides a raw and honest account of the challenges of building a successful startup.
Save
Provides a practical guide to venture capital and the startup funding process.
This comprehensive textbook provides a strategic perspective on marketing management. It aligns with the course's emphasis on strategic planning and implementation.
This ancient Chinese military treatise provides insights into strategy, tactics, and leadership that are still relevant to business today.
Save
Provides a guide to good and bad strategy. It helps readers understand the difference between the two and how to develop a good strategy.
Provides a guide to building a business when there are no easy answers. It helps readers understand the challenges of entrepreneurship and how to overcome them.
Save
Provides a guide to building a startup. It helps readers understand the challenges of starting a business and how to overcome them.
Save
Provides a guide to building a business with minimal resources. It helps readers understand the lean startup methodology and how to use it to build a successful business.
Provides a guide to the 22 immutable laws of marketing. It helps readers understand the principles of marketing and how to use them to build a successful business.
Provides a guide to marketing and selling technology products to mainstream customers. It helps readers understand the challenges of crossing the chasm and how to overcome them.
Provides a guide to the innovator's dilemma. It helps readers understand why great firms fail to innovate and how to avoid this fate.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/730h3g/marketing
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Effort
2 to 4 hours per week for 9 weeks
Level
Intermediate
Via
edX
Institution
Indian Institute of Management Bangalore
Instructor
Ashis Mishra
Session
April 30, 2024
- April 30, 2025
Language
English
Transcripts
English
हिंदी
Good to know
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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