Contents
Unit I: Overview of Marketing Management and the
Marketing Environment (5 Hours)
1.1. Scope of marketing
1.2. Core marketing concepts
1.3. The New marketing realities
1.4. Marketing and customer value
1.5. The Marketing plan
1.6. The Marketing Research System
1.7. Analyzing the Macro-environments
Unit II: Understanding Consumers and Brand
Management (5 Hours)
2.1 Concept of consumer behavior
2.2.1 Factors influencing consumer behavior
2.2.2 Consumer buying decision process
2.2 Business buying process
2.3 Managing business-to-business customer
relationships
2.4 Developing and establishing a brand positioning
2.4.1 Defining and building brand equity (CBBE
Model)
2.4.2 Measuring and managing brand equity
2.4.3 Competitive strategies for market leaders
Unit III: Value Creation and Understanding Marketing
Mixes (5 Hours)
3.1 Product characteristics and classifications
3.2 Product-life cycle marketing strategies
3.3 Nature of services
3.4 Managing service quality
3.5 Understanding pricing(factors affecting price)
3.6 Setting the price(pricing methods)
3.7 Initiating and responding to price changes
Unit IV: Value Delivery (Channel Designs,
Communications) (5 Hours)
4.1 Marketing channels and value networks
4.2 Channel management decisions
4.3 E-commerce and M-Commerce marketing practices
4.4 Causes of channel conflict and managing channel
conflict
4.5 Integrated logistics systems
4.6 Developing effective marketing communications
4.7 Managing the integrated marketing communications
(IMC) Process
4.8 Managing the promotion mix
Unit V: Understanding Contemporary Marketing
Changes (4 Hours)
5.1 Managing digital communications: Online, social
media and mobile
5.2 AI and marketing
5.3 Internal marketing
5.4 Socially responsible marketing
Digital marketing
Module 1: Advanced Digital Marketing Strategies (3 Hours)
This module will integrate digital marketing within the overall business strategy, supplemented
by successful case studies, and gain a thorough understanding of how to define a target audience
and buyer persona effectively through practical application of proven methods.
Lab Activity:
Develop a comprehensive digital marketing strategy for a hypothetical or real-world business,
including SWOT analysis, target audience definition, and campaign objectives.
Module 2: Data-Driven Marketing (3 Hours)
This module will apply data to drive marketing decisions using advanced tools such as Google
Analytics and SEMrush, mastering attribution modeling and ROI calculations to maximize the
effectiveness of your campaigns.
Lab Activities:
Conduct in-depth analysis using provided datasets with tools such as Google Analytics.
Design and implement a data-driven marketing campaign based on analytical findings.
Module 3: Digital Marketing Automation and Tools (3 Hours)
This module will explore a range of marketing automation tools, including HubSpot and
Marketo, to understand their functionalities and benefits. Learn how to set up and manage
automated marketing campaigns, with a focus on enhancing personalization and segmentation to
better meet customer needs.
Lab Activities:
Gain hands-on experience with marketing automation platforms (HubSpot, Marketo, or
similar).
Develop automated email campaigns and lead nurturing workflows.
Module 4: Capstone Project and Presentation (3 Hours)
This module will apply the learned skills in either a real-world scenario or a simulated
environment to implement, analyze, and present a digital marketing campaign.
Lab Activities:
Implement a digital marketing campaign for a real-world client or a simulated business.
Perform data analysis and report on the campaign's performance.
Present the campaign results and strategic recommendations.
