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IIMBx: MK102x Marketing Management

WELCOME TO MARKETING MANAGEMENT COURSE 

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

Pre-requisites

A basic understanding of the business environment is recommended.

  COURSE AGENDA

Week No.Section NameTopics Covered
0 Welcome
  • Welcome Message
  • Navigating in edX
  • Pre-course Survey
Guidelines for Proctored Exam
  • An Overview
  • Salient Features
  • Instructions and Guidelines
  • Practice Proctored Exam
  • Getting Help
1 Introduction to Marketing
  • Introduction to Marketing
  • Definition of Marketing
  • Marketing Management
  • Marketing Environment
  • Difference between Marketing and Selling
  • Business Models and Value Chain
2 Segmentation and Targeting
  • Introduction to Segmentation
  • Concept of Segmentation
  • Bases of Segmentation
  • Targeting
  • Targeting Strategies
  • Segmentation and Targeting in real-life marketing scenario
3 Differentiation and Positioning
  • Introduction to Differentiation
  • Differentiation Parameters
  • Competition
  • Positioning
4 Consumer Behavior
  • Concept of consumer behaviour
  • Who is a consumer and who is a customer?
  • Importance of Consumer behaviour
  • Buying roles
  • Consumer decision-making process
  • Factors influencing consumer behaviour 
5 B2B Marketing and Marketing Strategy (Product Decisions)
  • Organizational buying, the difference from consumer buying
  • The business buying process and stages
  • Buying Centres
  • Segmenting business market
  • B2B value proposition
  • Product decisions
6 Marketing Strategy (Product, Service and Pricing Decisions)
  • Product line analysis
  • Meaning of Brand
  • Brand decisions
  • Service decisions
  • Introduction to Pricing
  • Pricing objectives and methods
  • Price setting
7 Marketing Strategy (Place Decisions)
  • Meaning of Distribution
  • Channel functions and flow
  • Channel levels
  • Distribution channel intermediaries 
  • Channel design decisions 
8 Marketing Strategy (Promotion) and Product Life Cycle
  • Meaning of Promotion
  • The communication process model 
  • Designing and Developing Communication
  • Select the communication channel 
  • Factors in setting the marketing communication mix 
  • Managing the integrated marketing communications process 
  • Various promotional methods

  TIME COMMITMENT

Course Length:

  • 8 weeks of course content

Weekly Commitment

4-5 hours per week. This includes the time spent 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 and scenario-based questions. There are 8 graded assessments + 1 Final Exam in this course. The score from each assessment will contribute to the final score, which you can track using the Progress tab.

If you are taking a course as a verified track student, and want to be eligible to pursue the in-campus option at IIM Bangalore with a MicroMasters Credential, you must take the proctored exam for your final assessment. To know more, visit the Guidelines for Proctored Exam section.

To update to verified track please visit the HOME PAGE.

WeekWeightageDue Date
1 06% Feb 1, 2024
2 06% Feb 1, 2024
3 06% Feb 1, 2024
4 06% Feb 1, 2024
5 06% Feb 1, 2024
6 06% Feb 1, 2024
7 06% Feb 1, 2024
8 06% Feb 1, 2024
Final Exam 52% Feb 1, 2024

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

To obtain a Verified certificate you will have to take all weekly assessments (8 in total) and a proctored final exam, and score above 60%. 

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