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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 24 - Creating a Powerful Brand

Concepts covered in this lecture: 1. Strategic Brand Analysis, 2. Tracking and Analysing Brand Performance, 3. PLC Analysis, 4. Brand Identity Strategies, 5. Brand Leveraging Strategy, 6. Brand Leveraging Evaluation Criteria, 7. Where can Brand Management go Wrong? 8. How many brands should be carried?

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

Lecture 10 - Strategy for New Product Introduction

Lecture 11 - Strategy for New Product Introduction (cont.)

Lecture 12 - Marketing Strategies for Different Stages in PLC

Brand Management

Lecture 13 - Introduction to Brand, Branding and Brand Equity

Lecture 14 - Strategic Brand Management Process

Lecture 15 - Brand Building

Lecture 16 - Brand Building (cont.)

Lecture 17 - Secondary Associations of a Brand and Advantages of Brand

Lecture 18 - Measuring Brand Equity and Other Brand Related Constructs

Lecture 19 - Global Dimensions of Brands

Lecture 20 - Brand Message and Advantage of Brand

Lecture 21 - Branding Strategies

Lecture 22 - Branding Strategies (cont.)

Lecture 23 - Strategic Brand Management

Lecture 24 - Creating a Powerful Brand

Pricing Strategies

Lecture 25 - Introducing to Pricing

Lecture 26 - Considerations for Setting the Price

Lecture 27 - Determining the Demand and Cost Estimation

Lecture 28 - Cost Estimation and Break-Even Analysis

Lecture 29 - Different Methods of Pricing

Lecture 30 - Different Methods of Pricing (cont.)

Distribution

Lecture 31 - Introduction to Distribution

Lecture 32 - Types of Channel and Their Dynamics

Lecture 33 - Different Channel Options

Lecture 34 - Integrated Marketing Channel

Lecture 35 - Retailing and Wholesaling

Lecture 36 - Retailing and Wholesaling (cont.)

Retail Management and Integrated Marketing Communications

Lecture 37 - Retail Marketing Management

Lecture 38 - Choosing Retail Location and Layout

Lecture 39 - Introduction to Integrated Marketing Communications

Lecture 40 - Models and Communication

Lecture 41 - Designing and Wholesaling Marketing Communication

Lecture 42 - Digital Marketing Communication

Services Marketing

Lecture 43 - Introduction to Services Marketing

Lecture 44 - Characteristics of Services

Lecture 45 - Failure of Service and Solution

Lecture 46 - Service Quality

Lecture 47 - Recap of Important Concepts

Lecture 48 - Recap of Important Concepts (cont.)