Learn · NPTEL

Course11010407050 lectures

Marketing Management - II

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

Start with lecture 1 At NPTEL

Lectures

Week 1 Recap from MM-I and New Product Development

  1. Brief Recap of Basic Concepts from Marketing Management 1 Video
  2. Brief Recap of Basic Concepts from Marketing Management 1- II Video
  3. Product - An Important Component of the 4P Video
  4. New Product Development Video
  5. New Product Development - II Video
  6. Entreprenuerial Marketing Video

Week 2 Design, Launch and management of Management of Market Offerings

  1. Screening New Product Ideas Video
  2. Diffusion of Innovation Video
  3. Product Life Cycle and Introduction to Strategy Video
  4. Strategy for New Product Introduction Video
  5. Strategy for New Product Introduction - II Video
  6. Marketing Strategies for Different Stages in PLC Video

Week 3 Brand Management

  1. Introduction to Brand, Branding and Brand Equity Video
  2. Strategic Brand Management Process Video
  3. Brand Building I Video
  4. Brand Building II Video
  5. Secondary Associations of a Brand and Advantages of Brand Video
  6. Measuring Brand Equity and other Brand Related Constructs Video

Week 4 Brand Management II

  1. Global Dimensions of Brands Video
  2. Brand Message and Advantage of Brand Video
  3. Branding Strategies Video
  4. Branding Strategies II Video
  5. Strategic Brand Management Video
  6. Creating a Powerful Brand Video

Week 5 Pricing

  1. Introduction to Pricing Video
  2. Considerations for Setting the Price Video
  3. Determing the Demand and Cost Estimation Video
  4. Cost Estimation and Break Even Analysis Video
  5. Different Methods of Pricing Video
  6. Different Methods of Pricing II Video

Week 6 Distribution

  1. Introduction to Distribution Video
  2. Types of Channel and their Dynamics Video
  3. Different Channel Options Video
  4. Integrated Marketing Channel Video
  5. Retailing and Wholesaling Video
  6. Retailing and Wholesaling II Video

Week 7 Retail Management and Integrated Marketing Communications

  1. Retail Marketing Management Video
  2. Choosing Retail Location and Layout Video
  3. Introduction to Integrated Marketing Communications Video
  4. Models of Communication Video
  5. Designing and Implementing Marketing Communication Video
  6. Digital Marketing Communication Video

Week 8 Services Marketing

  1. Introduction to Services Marketing Video
  2. Characteristics of Services Video
  3. Failure of Service and Solutions Video
  4. Service Quality Video
  5. Recap of Important Concepts I Video
  6. Recap of Important Concepts II Video

Live Session

  1. Live Session 13-03-2021 Video
  2. Live Session 04-04-2022 Video

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Kanpur
Department
Management
Teacher
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
NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
Who can watch
NPTEL gives no rating. Invisible Network shows it to Tweens profiles and older, judged from what the source says about it. How courses are placed