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IIMBx: MK101x Marketing Essentials

  WELCOME TO MARKETING ESSENTIALS COURSE 

This page will guide you through the course syllabus and provide important information related to this course. 

Prerequisites: None

  COURSE AGENDA

Week Section Name Topics Covered
1 What is Marketing? 
  • Introduction to Marketing
  • Definition of Marketing
  • Entities that can be marketed
  • Marketing from an organization's viewpoint
  • Types of markets
  • Difference between marketing and selling

2 Segmentation and Targeting
  • Concept of segmentation
  • Bases for segmentation
  • Targeting
  • Targeting strategies

3 Differentiation and Positioning
  • Introduction to Differentiation and Positioning
  • Differentiated, Undifferentiated and Niche marketing
  • Differentiation parameters
  • Competition
  • Positioning

4 Marketing Strategy – I: Product and Price
  • Meaning and levels of product
  • Product classification
  • Product mix concept
  • Brand and brand decisions
  • Introduction to Pricing
  • Pricing decisions

5 Marketing Strategy – II: Place and Promotion
  • Introduction to Distribution
  • Distribution channels
  • Channel design and management
  • Introduction to Promotion
  • Promotional vehicles
  • Product life cycle

  TIME COMMITMENT

Course Length:

  • 6 weeks (5 weeks of content, 1 week extra) 

Weekly Commitment

4-5 hours per week. This includes the time spent in going through the course materials (videos and reading materials), completing the assessment(s) and participating in the discussion forums.

Grading Scheme

The course follows an End of Week assessment scheme, which consists of multiple-choice questions. There are 5 graded assessments in this course. The score from each assessment will contribute to the final score, which you can track using the Progress tab.

All the assessments are due to submission by 31st March 2027

You need to score 60% overall to pass.

Note: The ungraded assessments are interspersed throughout the course to recall what you have learnt so far. These do not count for final assessments and will not show up on the Progress tab.

Academic Code of Conduct

Please follow the rules for academic honesty and online conduct for this course by reading edX Terms of Services.

Note

  • Many of these dates are dynamic and subject to change during the course run. Please be sure to visit the Course Home page and refer to your weekly course email for any change in any of the dates listed above.
  • As you work through your course, you’ll see dates and times when new materials are released and when assignments and exams are due. It’s important to remember that edX lists all times in Coordinated Universal Time (UTC), 24-hour format.
  • For any query email: info@edx.org