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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 42 - Digital Marketing Communication

Concepts covered in this lecture: 1. Place of Digital Marketing in overall Marketing Communication, 2. Web 1.0 to Web 2.0, 3. Online Retail Sales by Digital Channel, 4. Successful E-commerce Brand Engagement, 5. Mobile Marketing - Types of Mobile Marketing, 6. Digital Marketing Strategies, 7. Interactive Marketing, 8. Online Interactive Tactics, 9. Behavioral Targeting, 10. Online Ads vs Television Ads.


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.)