Marketing Management II (Prof. Jayanta Chatterjee, IIT Kanpur): Lecture 01 - Brief Recap of Basic Concepts from Marketing Management I

Marketing Management II

Marketing Management II. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial and Management Engineering, IIT Kanpur. 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. (from nptel.ac.in)

Lecture 01 - Brief Recap of Basic Concepts from Marketing Management I

Concepts covered in this lecture: 1. Marketing Myths, 2. Defining Marketing, 3.Value, Cost and Benefit, 4. A Simple Marketing System and The value Delivery Process, 5. Need, Customer, Market and Product, 6. Strategic Marketing Process, 7. Marketing Research Process, 8. Types of Market and Buyer Behavior, 9. Buying Decision Process and Business Buying Process.

Go to the Course Home or watch other lectures:

Recap of Marketing Management I and Introduction to the Concept of Product

Lecture 01 - Brief Recap of Basic Concepts from Marketing Management I

Lecture 02 - Brief Recap of Basic Concepts from Marketing Management I (cont.)

Lecture 03 - Product - An Important Component of the 4P

Lecture 04 - New Product Development

Lecture 05 - New Product Development (cont.)

Lecture 06 - Entrepreneurial Marketing

Design, Launch and Management of Market Offerings

Lecture 07 - Screening New Product Ideas

Lecture 08 - Diffusion of Innovation

Lecture 09 - Product Life Cycle and Introduction to Strategy