Marketing Management - I

By Prof. Jayanta Chatterjee, Prof. Shashi Shekhar Mishra   |   IIT Kanpur
Learners enrolled: 9435
This is part-I of a course on Marketing Management. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. 

INTENDED AUDIENCE :  Anyone interested in learning about it 

INDUSTRIES THAT WILL VALUE THIS: FMCG, Automotive, Chemical, Pharmaceutical, Engineering and Service Industries
Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Management Studies
  • Minor in Management
  • Marketing
Credit Points : 2
Level : Undergraduate
Start Date : 22 Aug 2022
End Date : 14 Oct 2022
Enrollment Ends : 22 Aug 2022
Exam Date : 29 Oct 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 Introduction to Marketing
  • Defining Marketing
  • Core concepts in Marketing
  • Evolution of Marketing
  • Marketing Planning Process
  • Contemporary Issues and Practices

Week-2 Scanning the Business Environment
  • The value chain
  • Core Competencies
  • Strategic Planning Process
  • Competition Analysis
  • SWOT Analysis

Week-3&4 Marketing Information System and Marketing Research
  • Role of Marketing Information
  • System in Managerial Decision Making Process
  • Components of Marketing Information systems
  • The Marketing Research Process: An overview
  • Defining the Management Decision Problem and Marketing Research Problem
  • Framing Research Objectives and developing the research plan
  • Exploratory vs. Conclusive Research

Week-5&6 Buyer Behavior
  • Consumer Behavior
  • Consumer buying process model
  • What Influences Consumer Behavior
  • Key Psychological Processes
  • The Buying Decision Process: The Five Stage Model
  •  Other Theories of Consumer Decision Making 
  •  Industrial Buyer Behavior
  •  Concept of Buying Center
  •  Industrial buying process model
  •  Influence of Economic and Behavioral Factors
  •  Influence of Procurement Organization
  •  Role of Negotiation Process 

Week-7&8 Generic Marketing Strategies
  •  Defining Market Segmentation 
  •  Bases of segmentation 
  •  Evaluation and Targeting Market Segments
  • Brand Positioning and Differentiation

Books and references


Instructor bio

Prof. Jayanta Chatterjee

IIT Kanpur
Prof. Jayanta Chatterjeeis is an Adjunct Senior Professor of Marketing, Sales and Strategy in the Department of Industrial and Management Engineering at IIT Kanpur. An Electrical Engineering graduate from Jadavpur University, M.Tech and PhD from IIT Delhi,(.) Prof. Chatterjee has eighteen years of Management teaching experience in India and abroad and 30 years of hands on management experience in different countries. He has risen through Sales, Marketing, Project Management, Technology and Business development functions in top multinationals like Siemens, Allen Bradley, and Rockwell International to CEO and Executive Director positions. He has founded two successful start-ups and mentored many. His earlier courses on Marketing Management I and II, Strategic marketing and Managing Services on NPTEL are well subscribed. The book on Services marketing co-authored by Prof Chatterjee and published by Pearson India is also well known. 

Prof. Shashi Shekhar Mishra

Prof. Shashi Shekhar Mishra is currently working as Assistant Professor in the Department of Industrial and Management Engineering at Indian Institute of Technology Kanpur since December 2011. Dr. Mishra has received his PhD (Marketing) from Indian Institute of Management, Lucknow. He holds an Engineering degree in chemical technology from H.B.T.I. Kanpur, and has worked for three years in petrochemical and automobile industry before joining the doctoral program at IIM Lucknow. He has professional experience in the area of Product Management, Technology Strategy, and Business-to-Business marketing. With more than eight years of industrial, teaching, research, training and consulting experience, Dr. Mishra has several research publications in internationally acclaimed journals and conferences. His research interest include: New Product Development, Marketing Strategy, High-technology Product Marketing, and Advanced Marketing Research & Analytics.

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: 29 October 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 IIT Kanpur .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

MHRD logo Swayam logo


Goto google play store