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This MBA-level course teaches the most crucial concepts in marketing theory and practice.
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.
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|Section 1: Understanding Marketing Management|
Why is Marketing Important? (Part 1)Preview
Why is Marketing Important? (Part 2)Preview
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"
|Section 5: Developing Pricing Strategies|
How do consumers process and evaluate prices?
Price Quality Inferences
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.)
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.