Marketing is a crucial function in any organization. For any product or service to be successful, it is important that it is communicated in the right way, to the right people, at the right time and in the right place! This is the main function of marketing. Having said that, it is not the only function of marketing. Marketing also involves an important and critical task of creating value for the customers.

The course will provide the participants with the basic concepts of marketing. This course will explain what marketing is all about in the simplest of terms and lay the foundation to your pathway to excellence in the wonderful world of marketing.

COURSE LAYOUTWeek 1: What is MarketingIntroduction to MarketingDefinition of MarketingEntities that can be marketedMarketing from an organization's viewpointTypes of marketsDifference between marketing and sellingWeek 2: Segmentation and TargetingConcept of segmentationBases for segmentationTargetingTargeting strategiesWeek 3: Differentiation and PositioningIntroduction to Differentiation and PositioningDifferentiated, Undifferentiated and Niche marketingDifferentiation parametersCompetitionPositioningWeek 4: Marketing Strategy – I: Product and PriceMeaning and levels of productProduct classificationProduct mix conceptBrand and brand decisionsIntroduction to PricingPricing decisionsWeek 5: Marketing Strategy – II: Place and PromotionIntroduction to DistributionDistribution channelsChannel design and managementIntroduction to PromotionPromotional vehiclesProduct life cycle