Marketing Management

The marketing management course enables a student to understand the fundamentals of the marketing concept and the role marketing plays in business. This course enables a student to understand the ‘Marketing Mix’ elements and the strategies and principles underlying modern marketing practices.

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Marketing Management Structure

OVERVIEW

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The marketing management course enables a student to understand the fundamentals of the marketing concept and the role marketing plays in business. This course enables a student to understand the ‘Marketing Mix’ elements and the strategies and principles underlying modern marketing practices.

CURRICULUM

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The six months certification program, Certification in Marketing Management is spread across 6 months and includes various modules. The detailed course structure is as follows :

Module I: Marketing Mix

Definition Marketing Mix
Marketing Mix Elements
7p’s of Marketing Mix
use the 7 Ps in campaign planning
Blend of the mix
Understanding Product Lifecycle
Boston Matrix

Module II: Service Marketing

Definition of Service and Service Marketing
Importance of Services for the World Economy
Characteristics of Services
3Ps of Services Marketing Mix
Problems in Marketing Services
Qualities of Service
Service Differentiation
Managing Service Quality
- GAP MODEL OF SERVICE QUALITY
- Determinants of Service Quality
Importance-Performance Analysis (IPA) Concept
Employee Satisfaction – Customer Satisfaction
When customers visit a service establishment
Desired & adequate service levels of satisfaction
- Zone of Tolerance
Service Encounter Themes – Dos and Don’ts
Understanding complainers and they’re complains
Managing Service Productivity

Module III: Market Research

Definition
Marketing Research Process
Marketing Research Problem
Primary Data vs. Secondary Data
Data Collection
Questionnaire Design
Marketing Intelligence System
Marketing Information System
- Characteristics of Marketing Information System
- Components of Marketing Information System
- Process of Marketing Information System
- Importance of Marketing Information System
- Categories of Marketing Information System
Understanding a Data Warehouse
Understanding Web Mining

Module IV: Consumer Buying

Consumer Buying Behaviour
- Definition
- Models of Consumer Behavior
Consumer Groups
Characteristics affecting Consumer Behaviour
Maslow’s Theory of Motivation
Herzberg’s two-factor Principles
Buyer decision process

Module V: Advertising Management

Concept
Features of Advertising
Advantages of Advertising
Benefits of Advertising to Consumers
Advertising Role in Promotional Mix
Advertising & Product Positioning
AIDA Model, Five Stage Model, Six Stage Model, Dagmar Model
Elements of Effective Advertising
Functions of Advertising

Module VI: Advertising Planning

Concept
Need of Advertising Planning
Elements of an Advertising Plan
Difference Between Marketing Strategies & Objectives
Advertising objectives
Advertising Strategy
SWOT Analysis Matrix
Basic Strategies in Advertising
Advertising Campaign
- Types of Advertising Campaign
- Advertising campaign-planning process
- Advertising Campaign Outline

ELIGIBILTY & FEES

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All the students who wish to take admission in the certification course in Marketing Management will be charged a fee of INR 50,000( entire course). The university offers the following options for payment of fees:

1. Full Fee Payment

Particulars	Amount
Admission Processing Fee	INR 1,100/-
Full Fee to be paid	INR 50,000/-

2. Payment on a quarterly basis ( 2 installments)

Particulars	Amount
Admission Processing Fee	INR 1,100/-
Program duration (6 months)	2
Program fee per quarter	INR 25,000/-

IMPORTANT INSTRUCTIONS:

Pay the fee through the online payment gateway. All major credit cards/debit cards/net banking is accepted for payment of a fee.
The students can also pay the fee via DD drawn in favor of D. Y. Patil University, Navi Mumbai payable at Mumbai.
Please feel free to contact me on 8448444827 for any assistance regarding fee payment.

WHO ALL CAN APPLY

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The University welcomes applications from all the aspirants who have completed their Higher Secondary Examination (HSC) in any discipline from any recognized university or an equivalent degree recognized by the University Grants Commission with a minimum of 35% marks

10th (SSC) Statement of Marks
12th(HSC) Statement of Marks
Photo ID Proof ( PAN card / Passport / Driving License / Election Card )
Aadhaar Card
2 Stamp Size photographs(not more than 3 months old)
Number of Seats – Open
Minimum Age 18 and Maximum no bar