Integrated Marketing Management

By Prof. R Srinivasan   |   IISc Bangalore
Learners enrolled: 1906
The course provides a good foundation on the essentials of Marketing Management required in the fiercely competitive Indian Market. It covers :
Marketing function; Marketing concept; Relationship with other functions;
Relevance; Marketing environment; Markets; Consumer; Buyer behaviour; Market segmentation; Marketing Planning; Marketing mix; Product policy; New products; Product life cycle; Pricing; Distribution;
Advertising and promotion; Marketing organization; Sales forecasting; Management of sales force; Marketing control

INTENDED AUDIENCE : Engineers, B.E./B Tech, ME/M Tech; Scientists(M Sc/ PhD); Professionals requiring exposure to Marketing
INDUSTRY SUPPORT : Almost all companies
Course Status : Completed
Course Type : Core
Duration : 8 weeks
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate
Start Date : 24 Jan 2022
End Date : 18 Mar 2022
Enrollment Ends : 07 Feb 2022
Exam Date : 27 Mar 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1 : Marketing concept, Coordinated marketing, Meta marketing, Holistic marketing dimensions
Week 2 : Case Analysis, Case Discussion; Marketing Environment
Week 3 : Marketing decisions, Customer delivered value, Buyer Behaviour, Input - output map
Week 4 : Case Discussion, Marketing Planning
Week 5 : Marketing mix, Product policy, New products, PLC
Week 6 : Price, Distribution, Advertising and Promotion, Case Discussion
Week 7 : Marketing organization, Product Management
Week 8 : Sales Management, Marketing Control, Case Discussion

Books and references

Philip Kotler, Marketing Management- Analysis, Planning and Control, Prentice Hall,14th Edition, 2015
R. Srinivasan, Case Studies in Marketing- The Indian Context, 7th Edition, Prentice Hall Learning, 2018

Instructor bio

Prof. R Srinivasan

IISc Bangalore
Prof. R.Srinivasan,Emeritus Professor with the Department of Management Studies, Indian Institute of Science. He holds a doctoral degree in Management (Fellowship Program) from the Indian Institute of Management, Bangalore after basic degree and post-graduate qualification in Engineering. He had his post-doctoral training in the University of Leeds, U.K. He has more than 39 years of experience in both academia and industry, having served in some of the reputed organizations in the country like Tata Consulting Engineers (TCE), Administrative Staff College of India (ASCI) and National Institute for Training in Industrial Engineering (NITIE). He has served on the board of several assisted companies. He is a visiting faculty and examiner in many reputed institutions in the country. He has more than 200 publications in leading international and national journals and has authored 9 Books. He is also a recipient of a number of awards, notably the International Statistical Institute Award (1983) and the Colombo Plan Award (1989). He has the distinction of contributing to Advertising in India in the Reader Advertising Worldwide by Springer International, Germany (2000). He has been invited to serve on the panel to develop International Technology Indicators by the Georgia Institute of Technology, Atlanta, USA, for 2002-04, 2005-2006 and again for 2007-08. His paper on Developing Measures to Assess the Extent of Sustainable Competitive Advantage Provided by Business Process Reengineering was adjudged as the Best Paper in the annual conference of International Academy of Business and Economics (IABE) at Las Vegas, USA, October 2003.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 27 March 2022 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IISc Bangalore.It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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