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Introduction to Marketing Essentials

Enrollment in this course is by invitation only
Identify, understand and learn the basics of marketing management theories with real-world business scenarios.

About This Course

This business and management course will bridge the gap between information and real world experience.

Marketing is one of the most misunderstood disciplines in management today. It is commonly used as a synonym for activities related to shopping, but it goes far beyond selling a product. In addition, many people believe they are experts in marketing, having shopped for various items all their lives and having been exposed to many advertisements.

In this introductory marketing course, you will learn the theories of marketing through practice (examples and illustrations). This course will explain what marketing management is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.

What You’ll Learn

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

Requirements

Basic English

Course Staff

Course Staff Image #1

Prof. Ashis Mishra

Dr. Ashis Mishra is a faculty member in the Marketing Area at the Indian Institute of Management Bangalore (IIMB). Dr. Mishra teaches marketing management and retail management. His area of research involves Retail Productivity Analysis, Retail Atmospherics and Retail Consumer Behaviour. He has successfully developed and applied many quantitative models and business model frameworks in solving marketing/retailing-related problems. He has published over 10 papers in various national and international journals of repute. His current projects include ‘A Dynamic Model for Forecasting in Indian Retail Sector’, ‘Store Atmospherics as a Tool for Retail Productivity’ and ‘Technographic Segmentation of Indian Retail Consumers.’

  1. Course Number

    MK101x
  2. Classes Start

    Oct 28, 2016
  3. Classes End

    Dec 15, 2016
  4. Estimated Effort

    4 - 6 hours