Marketing Management

Identify the four stages of the product life cycle: introduction, growth, maturity, and decline, and learn strategies to extend life, maximize profits, and gracefully exit when needed.

Marketing research offers a systematic, data-driven approach to identify problems and opportunities, guiding pricing strategies, product development, and promotional decisions by linking consumer needs to market trends.

Explore pricing strategies in the Indian context, analyzing cost-plus, competitive, value-based, penetration, skimming, dynamic, bundle, loss leader, geographic, psychological, subscription, and freemium pricing to optimize profit and market share.

Explore how market segmentation divides a heterogeneous market into demographic, geographic, psychographic, behavioral, and needs-based segments to tailor messages, products, and pricing.

Explore direct and indirect distribution channels, from manufacturers to end customers, including wholesalers, retailers, agents, franchising, and e-commerce marketplaces. Learn how channel choice affects market reach, costs, and customer access.

Explore sales promotion techniques within the promotion mix—discounts, coupons, samples, loyalty programs, and time-limited offers—to drive immediate sales and discuss profitability and brand value in the Indian context.

Analyze advertising as a promotional tool in the Indian context, covering mass media, digital platforms, and audience targeting, with insights into public relations and challenges of cost and message overload.

Evaluate how a marketing audit systematically reviews a firm's activities, strategies, and performance to identify strengths, weaknesses, and opportunities for improvement. Align efforts with goals and adapt to market dynamics.

Marketing control monitors and evaluates marketing performance to ensure goal alignment. It follows a control cycle of objective setting, performance measurement, gap analysis, and corrective actions amid data challenges.