Marketing Management

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.

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

Marketing Management

The six months certification program, Certification in Marketing Management is spread across 6 months and includes various modules.