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Marketing Management
Marketing is vital for a product or service to make its way to its potential customer. A well-managed
marketing action helps organisations in customer-acquisition, brand recognition, and retaining
customer loyalty. Marketing management allows organisations to track, review and analyse their
marketing resources and activities.
According to world-renowned management consultant, Peter Drucker, “Marketing is the only
distinguishing and unique function of business… There is only one valid definition of business
purpose and that is to create a customer.” While the significance of marketing in today’s business
world can never be overstated, it is the precise understanding and appreciation of marketing
management that needs to be accentuated.
Course Syllabus
 Introduction to Marketing
 Segmentation and Targeting
 Differentiation and Positioning
 Consumer Behavior
 B2B Marketing and Marketing Strategy (Product Decisions)
 Marketing Strategy (Product, Service and Pricing Decisions)
 Marketing Strategy (Place Decisions)
 Marketing Strategy (Promotion) and Product Life Cycle