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Course11010406848 lectures

Marketing Management - I

Prof. Jayanta Chatterjee and Prof. Shashi Shekhar Mishra · IIT Kanpur

Start with lecture 1 At NPTEL

Lectures

Week 1 Introduction to Marketing

  1. Lecture 1 Defining Marketing YouTube
  2. Lecture 2 Core Concepts in Marketing YouTube
  3. Lecture 3 Case Studies YouTube
  4. Lecture 4 Marketing of Services YouTube
  5. Lecture 5 Evolution of Marketing YouTube
  6. Lecture 6 Contemporary Issues in Modern Marketing Practices YouTube

Week 2 Scanning the Business Environment

  1. Lecture 7 Introduction to Competitor Analysis YouTube
  2. Lecture 8 Marketing Objectives YouTube
  3. Lecture 9 Strategy and Core Competency YouTube
  4. Lecture 10 PESTEL Framework YouTube
  5. Lecture 11 Competitive Analysis YouTube
  6. Lecture 12 Case Study YouTube

Week 3 Capturing Market Insights

  1. Lecture 13 Introduction To Marketing Information System YouTube
  2. Lecture 14 Components of a Marketing Information System YouTube
  3. Lecture 15 Marketing Research Process YouTube
  4. Lecture 16 MDP and MRP YouTube
  5. Lecture 17 Exploratory Research YouTube
  6. Lecture 18 Exploratory Research - Continued YouTube

Week 4 Capturing Marketing Insights II

  1. Lecture 19 Causal Research YouTube
  2. Lecture 20 Measurement and Scaling YouTube
  3. Lecture 21 Questionnaire and Sampling YouTube
  4. Lecture 22 Sampling Techniques YouTube
  5. Lecture 23 Data Collection, Preparation and Analysis YouTube
  6. Lecture 24 Multivariate Data Analysis YouTube

Week 5 Analyzing the Buyer Behaviour

  1. Lecture 25 Introduction to Consumer Behaviour and Need Recognition YouTube
  2. Lecture 26 Information Search YouTube
  3. Lecture 27 Socio-Cultural Influences on the Consumer Buying Process YouTube
  4. Lecture 28 Psychological Influences on Consumer Buying Process YouTube
  5. Lecture 29 Evaluation of Alternatives YouTube
  6. Lecture 30 Purchase and Post Purchase Evaluation YouTube

Week 6 Analyzing Buyer Behaviour II

  1. Lecture 31 Service Consumption YouTube
  2. Lecture 32 Structural Models of Attitude YouTube
  3. Lecture 33 Industrial Buyer Behaviour I YouTube
  4. Lecture 34 Industrial Buyer Behaviour II YouTube
  5. Lecture 35 Industrial Marketing Program and Buying Process YouTube
  6. Lecture 36 Three Dimension of Industrial Buyer Behaviour YouTube

Week 7 Segmentation , Targeting and Positioning

  1. Lecture 37 Consumer Decision-Making Process Revisited YouTube
  2. Lecture 38 Identifying and Choosing Opportunities YouTube
  3. Lecture 39 Market Segmentation YouTube
  4. Lecture 40 Market Segmentation - II YouTube
  5. Lecture 41 Segmentation and Targeting YouTube
  6. Lecture 42 Segmentation and Post Segmentation Strategies YouTube

Week 8 Positioning Based on Segmentation and Targeting

  1. Lecture 43 Introduction to Marketing Strategy YouTube
  2. Lecture 44 Positioning YouTube
  3. Lecture 45 Segmentation and Targeting in B2B Market YouTube
  4. Lecture 46 Crafting the Positioning and Branding Effectively YouTube
  5. Lecture 47 Generic Modeling Strategy YouTube
  6. Lecture 48 Generic Modeling Strategy YouTube

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Kanpur
Department
Management
Taught by
Prof. Jayanta Chatterjee, Prof. Shashi Shekhar Mishra
Level
Undergraduate
Language
English
Subjects
Business and management
Source
NPTEL
Licence
CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
Attribution
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