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Introduction to Marketing Management

Learn about modern marketing concepts and effective marketing processes for building a successful business.

Publisher: NPTEL
This free online course in marketing management will introduce you to the process of marketing. You will learn the core tenets of marketing and why it is essential to understand these concepts before launching products. You will also look at case studies where different companies have either failed or succeeded in their marketing strategy, discuss the change in marketing theory over the years, and learn today's prevalent marketing theories.
Introduction to Marketing Management
  • Duration

    1.5-3 Hours
  • Students

  • Accreditation






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Marketing is an exchange of value. It is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. This course will introduce you to the process and function of marketing. You will learn how the marketing process works and study the core marketing concepts including segmentation, targeting, and positioning. You will also look at examples of good and bad marketing.

Customer service is the practice of delivering products and services to customers via the efforts of employees, or through the provision of an appropriate servicescape. This course will discuss how the marketing of services differs from the marketing of goods. You will study how marketing theory has evolved up to the present day, and also learn the limitations and criticisms of marketing theory. You will also look into the three extra P’s in the marketing mix for services, the four unique characteristics of service, and the services marketing triangle.

Marketing management is essential for meeting the increased competition of the modern economy and helps in improving methods of distribution so as to reduce costs and to increase profits. Upon the completion of this course, you will have gained a much stronger understanding of the basics of marketing to help your company succeed in the modern world. So, check out this course and gain a broader view of marketing management, today.

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