Phone: 080 470 96209 Email: admission@mzuonline.inApply Now Download Brochure
Download Brochure

Skill Enhancement Course in Marketing Management

  • Home
  • Skill Enhancement Course in Marketing Management

Exclusive for Mizoram University affiliated college students.

Program Overview Syllabus Fees FAQ Career Prospectus



Skill Enhancement Course in Marketing Management


Duration:

3 Months


Eligibility:

  1. Current students from Mizoram University and its Affiliated Colleges, pursuing Sem II/Sem III/ Sem IV.
  2. This course is also available for any Past Student/Alumni of Mizoram University and its Affiliated Colleges. They may apply for admissions with the below documentary proof

Documentary proof:

(Required for Past Students/Alumnus of Mizoram University and its Affiliated Colleges) Bonafide UG/PG certificate/ ID card/ Mizoram Statehood Registration Card.


Course Fee: INR 3000

50% discount for Mizoram University students only - Discounted Course Fee: INR 1500


Learning Outcomes:


After the completion of this course, students will be able to:

  1. Understand and articulate the fundamentals of modern marketing, including its scope, functions, strategies, and the elements of the marketing mix.
  2. Analyze consumer markets and buyer behavior, understanding the factors influencing buyer decisions, consumer rights, and the ethical implications in marketing.
  3. Develop and evaluate product and pricing strategies, understanding the concept of the product life cycle, branding, and packaging.
  4. Apply the principles of brand management, including brand equity, positioning, loyalty, extension, and various branding strategies.
  5. Implement effective communication strategies in marketing, encompassing sales promotion, advertising, personal selling, direct marketing, public relations, and integrated marketing communication (IMC).


Detailed Syllabus:


Module 1: Fundamentals of Modern Marketing Definitions, Scope, Functions, STP (Segmentation, Targeting, Positioning), 4 P’s (Product, Price, Place, Promotion), Product: Levels, Product Life Cycle (PLC), New Product Development (NPD), Marketing Strategies, Price: Strategies, Discounts and Allowances, Place: Channels, Logistics, Supply Chain Management (SCM), Promotion: Importance, Mix, Service: Characteristics, Service Marketing Mix, Marketing Planning Process.

Module 2: Consumer Markets and Buyer Behaviour Factors Influencing Buyer Behaviour, Types of Consumers, Decision Making Process, Decision Making Unit, Consumerism, Consumer Protection Act (COPRA), Ethics in Marketing.

Module 3: Product Concept and Strategy Product Concept, Augmented Product, Product-Mix Strategy, Product-Line Decisions, Product Life Cycle (PLC), New Product Introduction, Product Planning Process, Managing Existing Products, Branding Strategy, Packaging Strategy, Pricing Strategies: Concept, Objectives, Factors Influencing Pricing, Geographic Pricing, Skimming and Penetration Pricing.

Module 4: Brand Management Brand, Brand Management, Objectives, Brand Equity, Brand Positioning, Brand Loyalty, Brand Extension, Building a Brand, Brand Strategies, Types of Branding.

Module 5: Communication in Marketing Sales Promotion: Definition, Techniques, Advertising: Definition, Importance, Types of Media, Creation of Advertisement, Personal Selling: Definition, Importance, Features, Sales Process, Direct Marketing: Definition, Advantages, Public Relation: Definition, Tools, Integrated Marketing Communication (IMC): Definition, AIDA Model, PASS Framework.



Reference Books:


  1. Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Pearson Education.
  2. Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.
  3. Aaker, D. A. (2018). Strategic Market Management (11th ed.). Wiley.
  4. Keller, K. L. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson Education.
  5. Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.