Introduction To Marketing Essentials

By Prof. Zillur Rahman   |   IIT Roorkee
Learners enrolled: 3832   |  Exam registration: 1361
The world of marketing is changing every day, and in order for students to have a competitive edge, they need to be well versed in today’s marketing theory and practices. This course provides a comprehensive review and analysis of marketing issues, practices, and strategies. I have tried to use an active – learning approach that involves students in this course by combining facts, figures, information and photos in an engaging and experiential fashion. We have incorporate examples of companies, products and services that students recognize and may have purchased as consumers. I hope that you will find this course a useful companion in your exploration of the knowledge, skills, and tools of the marketing discipline.

MBA, MIB, MCom. with Marketing Specialization

PREREQUISITES : Marketing Graduate

Course Status : Completed
Course Type : Elective
Duration : 12 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 3
Level : Postgraduate
Start Date : 24 Jul 2023
End Date : 13 Oct 2023
Enrollment Ends : 07 Aug 2023
Exam Registration Ends : 18 Aug 2023
Exam Date : 29 Oct 2023 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: Creating Customer Relationships and Value Through Marketing, TheNew Realities of Marketing, Developing Successful Marketing and Organizational Strategies.
Week 2: Organizing and Managing the Marketing Department, Developing a Marketing Strategy,Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility, Understanding Consumer Behavior.
Week 3: Understanding Consumer Behavior (Continued), Understanding Organizations as Customers.
Week 4: Understanding and Reaching Global Consumers and Markets, Marketing Research: From Customer Insights to Actions.
Week 5: Market Segmentation, Targeting, and Positioning, Crafting Customer Value Proposition, Sustainable Competitive Advantage and Communicating Positioning.
Week 6: Developing New Products and Services
Week 7: Developing New Products and Services(Continued), Managing Successful Products, Services, and Brands.
Week 8: Managing Successful Products, Services, and Brands (Continued), Pricing Products and Services.
Week 9: Managing Marketing Channels and Supply Chains, Retailing and Wholesaling.
Week 10: Integrated Marketing Communications and Direct Marketing, Advertising, Sales Promotion, and Public Relations, Using Social-Media to Connect with Consumers.
Week 11: Using Social-Media to Connect with Consumers (Continued), Personal Selling and Sales Management, Implementing Interactive and Multichannel Marketing.
Week 12: Managing Growth: Addressing Competition and Driving Growth, Building Customer Loyalty, Socially Responsible Marketing,

Books and references

  1. Marketing The Core by Kerin, Hartley, Rudely, Mc Graw – Hill Publication
  2. Marketing Management by Kotler, Keller Pearson Publication
  3. Marketing An Introduction by Armstrong Kotler, Pearson Publication
  4. Principles of Contemporary Marketing by Kurtz, Boone Cengage Learning

Instructor bio

Prof. Zillur Rahman

IIT Roorkee
Dr. Zillur Rahman is Professor at the Department of Management Studies, Indian Institute of Technology, Roorkee. He received his B.Sc. (Hon.) Mathematics, MBA and Ph.D. from Aligarh Muslim University, India. Dr. Rahman has more than 20 years of experience in academia. He has delivered research talk in many countries including USA, Switzerland, Germany, France, Italy and Turkey.

He has published research papers in reputed international papers including the European Journal of Marketing, Journal of Business Research, Psychology and Marketing, Journal of Service Marketing, International Journal of Contemporary Hospitality Management, Journal of Cleaner Production, Telematics and Informatics, among others.

Prof. Rahman has been a recipient of Highly Commended Paper in Emerald Literati Network Awards for Excellence for three consecutive years (2016-18). He has also received the Commendable Faculty Award in the domain of Business, Management and Accounting.

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 2023 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 8 assignments out of the total 12 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 Roorkee.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