Online Degree

Marketing Management

By Dr. Amit Dangi, Dr. Kanchan Yadav and Dr. Chand Prakash | The NorthCap University

Marketing is a value-enhancing function that identifies opportunities, develops markets, and builds brands. Consequently, good marketing enables companies to charge price premiums, sustain competitive advantage and maintain long-run profitability. To this end, the course covers the following topics: marketing mix, branding, New product development process. Consumer adoption process. Product Life Cycle, Introduction to various objectives of pricing and pricing process, the concept of geographical pricing, promotional pricing, discriminatory pricing, product-mix pricing, and price discounts. Pricing strategies in face of competitive pressures and reactions, nature of Marketing Channels, Channel Functions, and Flows. Channel Design and Management Decisions, Marketing process and Marketing Plan, Introduction to Distributor, Wholesaler and Retailer, Brief introduction to various elements of Integrated Marketing Communication. The process of deciding the Marketing communication mix based on objectives and the budget. Examination of distinct advantages and cost of each promotional tool, challenges, and opportunities of Globalization, helps in creating Marketing Mix for Global Markets.
REGISTRATION LINK FOR THIS COURSE

SUMMARY

Course Status :	Upcoming
Course Type :	Core
Duration :	12 weeks
Start Date :	12 Mar 2025
End Date :
Exam Date :
Enrollment Ends :	30 Apr 2025
Category :
Level :	Undergraduate

COURSE LAYOUT

Syllabus

Unit 1: Marketing and Marketing Environment

1.1 Understanding marketing

1.2 Marketing Mix- 4Ps of Marketing

1.3 Marketing Environment

1.4 Environmental Scanning

1.5 Value Chain Model

Unit 2: Consumer Behavior and Marketing Strategies

2.1 Introduction to Consumer Behavior

2.2 Buying Decision Process

2.3 Market Research & MKIS

2.4 Segmentation, Targeting and Positioning (STP)

2.5 Differentiation Strategy

Unit 3: Overview of Product and Pricing

3.1 Product Level and Classification

3.2 Product Life Cycle

3.3 New Product Development

3.4 Price Mix

3.5 Pricing Approaches

Unit 4: Distribution and Promotion Mix

4.1 Distribution (Place) Mix

4.2 Promotion Mix

4.3 Marketing of Services

4.4 Digital Marketing

4.5 Emerging Trends and Challenges in Marketing

Assessment Policy

Assessment Type	Weightage
Continuous Assessment	30%
Final Exam	70%

Certificate Eligibility:

To successfully complete the course and obtain a certificate, participants must achieve a minimum score of 40%, which includes both assessment and the final examination.

Upon completion, the earned credits will be transferred to the Academic bank of credit

BOOKS AND REFERENCES

INSTRUCTOR BIO

Dr. Amit Dangi, Dr. Kanchan Yadav and Dr. Chand Prakash

The NorthCap University

Dr. Amit Dangi is an academician and technocrat with over 16 years of experience spanning academia, industry, public sector banking, and research. His expertise lies in marketing, online retailing, perceived risk in online shopping, and consumer behavior. He holds a doctorate in Commerce and dual postgraduate degrees in Management and Commerce, complemented by a robust analytical and technical foundation from his undergraduate studies. He has conducted various workshops on various themes of research methodology. His academic contributions include the authorship of a book, two cases published by the Case Centre, U.K., and over 25 research articles in Scopus, Web of Science, and ABDC-indexed journals. He has presented more than 30 research papers at esteemed international and national conferences, including those organized by IITs and IIMs.