Marketing Management

Learn Marketing from a Carnegie Mellon University Ph.D. (2009) and a Marketing Professor teaching MBAs since 2009.
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  • Lectures 27
  • Length 5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
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    Available on iOS and Android
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About This Course

Published 11/2015 English

Course Description

This MBA-level course teaches the most crucial concepts in marketing theory and practice.

  • We begin with the definition of marketing and develop a basic understanding of what it means and implies.
  • We review how firms conduct marketing research. We analyse how they assess market opportunities that create customer value and develop customer relationship.
  • We consider how firms identify market segments and targets. We investigate competitive dynamics.
  • We learn how firms craft their brand positioning and thereby generate brand equity.
  • We review the basic concepts behind developing pricing strategies and programs, thereby designing value for the firm.

The basic concepts of marketing are abundantly illustrated by means of real-world examples and case studies. We use a mix of videos, slides and website links to impart this body of knowledge to you. To summarize, this course aims to help you gain an overall, holistic understanding of the breadth and depth of marketing.

What are the requirements?

  • There are no prerequisites to taking this course.
  • This course will teach you basic principles of Marketing Management from the ground up.

What am I going to get from this course?

  • Understand Marketing with a 21st Century Perspective
  • Understand how firms assess market opportunities and customer value
  • Learn about segmentation, targeting and positioning
  • Craft the brand positioning and understand how to create brand equity
  • Understand how firms develop pricing strategies
  • Gain an overall, holistic understanding of the breadth and depth of marketing

Who is the target audience?

  • This course has been designed for two segments of consumers.
  • Prospective MBA applicants and/or undergraduate students interested in getting a flavour of marketing concepts taught in business schools will find this course insightful and informative.
  • Working managers interested in learning / reviewing their knowledge of the basic principles of marketing will find this course beneficial.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Understanding Marketing Management
Why is Marketing Important? (Part 1)
Why is Marketing Important? (Part 2)
What is the Scope of Marketing?
Section 2: Identifying Market Segments and Targets
What are the Different Levels of Market Segmentation?
How can a Company Divide a Market into Segments? (Part 1)
How can a Company Divide a Market into Segments? (Part 2)
What are the Requirements for Effective Segmentation?
Section 3: Creating Brand Equity
What is a Brand and how does Branding Work?
What are the Different Roles of Branding?
What is the Scope of Branding?
What is Brand Equity and How is it Created?
Section 4: Crafting the Brand Positioning
How do Firms Establish Effective Positioning?
What are Points of Parity (POP) and Points of Difference (POD)?
What is a Brand Mantra?
What is the Brand Positioning Bullseye?
How do Marketers Identify and Analyze Competition?
How are Brands Successfully Differentiated?
Summary Notes on "Crafting The Brand Positioning"
10 pages
Section 5: Developing Pricing Strategies
How do consumers process and evaluate prices?
Reference Prices
Price Quality Inferences
Price Endings
Setting Initial Prices - Step 1
Setting Initial Prices - Step 2
Setting Initial Prices - Steps 3 and 4
Setting Initial Prices - Steps 5 and 6
Setting Initial Prices - Steps 5 and 6 (contd.)

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Instructor Biography

Prof. Sameer Mathur, Marketing Professor at IIM Lucknow

Prof. Sameer Mathur has a Ph.D. and M.S. in Marketing from the prestigious Tepper School of Business, Carnegie Mellon University, USA, (Tepper is ranked in the top 20 management programs in the world by the Economist, Forbes, Bloomberg, US News and World Report.)

He is a professor at the Indian Institute of Management (IIM), Lucknow, India. He was previously a professor in the Marketing department at the prestigious McGill University, Canada for several years. (McGill University is ranked no. 1 in Canada and no 21 in the world.)

He has a M.S. in Computer Science from the University of Illinois at Urbana-Champaign, USA (UIUC's Computer Science program is ranked in the top 5 in the world by US News and World Report.)

He has a Bachelors in Technology from the Indian Institute of Technology, Roorkee.

He teaches MBA-level courses in Marketing Management; MBA electives on Brand Management; Promotions Strategy; Ph.D. seminars on Game Theory and Regression Analysis.

He has published research in global journals such as International Journal of Research in Industrial Organization; International Journal of Production Economics, Tourism Economics. Thus, he possesses a distinguished, multi-disciplinary portfolio of research and teaching credentials.

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