Marketing curriculum
Work through 12 lessons with Indian business scenarios, calculations and decision checks. Search the subject index to explore the wider discipline.
Launch lessons
110 subject index entries
Marketing foundations
- Essentials of Marketing Management
- Marketing Management
- Strategic Marketing
- Segmentation, Targeting, and Positioning (STP)
- 4Ps Framework
- Customer Value Creation
- Market Opportunity Analysis
- Core Marketing Mix Dynamics
- Low-Income Market Penetration
- Go-To-Market (GTM) Strategy
- Marketing of Financial Services
Research & consumer behaviour
- Marketing Research
- Consumer Behaviour
- Consumer Behavior
- Conjoint Analysis
- Perceptual Mapping
- Focus Groups & Qualitative Methods
- Consumer Decision-Making Models
- Behavioral Economics in Marketing
- Perceptual & Cognitive Processing
- Culture and Consumption
- Qualitative & Ethnographic Research
- Quantitative Survey Design
- Structural Equation Modeling (SEM)
- Primary and Secondary Market Research
- Survey Design
- Cognitive & Social Determinants of Buying
- Consumer Ethnography & Cultural Insights
Brand & communications
- Integrated Marketing Communication
- Brand Management
- Brand Equity Models
- Brand Architecture
- Advertising Briefs & Creative Strategy
- Public Relations (PR) & Direct Marketing
- Media Planning & Reach/Frequency Analysis
- Brand Identity Prism
- Brand Associations & Equity Valuation
- Brand Positioning Process
- Brand Wheel Framework
- Kapferer's Brand Identity Prism
- Brand Essence & Resonance
- Brand Architecture & Portfolio Management
- Brand Extensions & Ansoff Grid
- Brand Licensing
- Co-branding Strategies
- Brand Equity & Awareness KPI Metrics
- Narrative Structures & Storytelling Frameworks
- Semiotic Analysis of Visual Communication
- Strategic Media Mix & Allocation
- Digital Media Buying & Reach/Frequency Metrics
- Agency Pitching Mechanisms
- Client-Agency Relationships
- Crisis Communication & Stakeholder Mapping
- Earned/Owned/Paid Media Strategy
- Luxury Brand Exclusivity & Experience Design
Growth & digital
- Digital Marketing
- Social Media Marketing
- Digital Marketing Strategy
- Customer Acquisition Cost (CAC) vs. Customer Lifetime Value (CLV)
- Social Media Marketing ROI
- Search Engine Optimization (SEO) & Search Engine Marketing (SEM)
- Attribution Modeling
- GenAI-driven Personalized Copywriting & Content Generation
- Mobile Ad Architecture & In-App Marketing
- Digital Media Mix
- Performance Marketing
- Content Marketing Lifecycle
- GenAI in Creative & Analytics
- Digital-First Campaign Optimization
Pricing & product
- Pricing
- Product Management
- Marketing Innovation
- Pricing Products and Services for Profitability
- New Product Development & Innovation
- Value-Based Pricing
- Dynamic Pricing Models
- Promotional Elasticity
- Value-Based Pricing Frameworks
- Product Lifecycle Management (PLM)
- Frugal Innovation
B2B & sales
- Business to Business Marketing
- Marketing for Business Markets (B2B)
- Industrial Buying Behavior
- Key Account Management (KAM)
- Channel Partner Incentive Design
- Sales Force Automation
- Sales Territory Planning & Quota Allocation
- Incentive Alignment
- Sales Force Structure, Pipeline Management & Territory Design
- Enterprise Selling
- Account-Based Marketing (ABM)
Retail & services
- Services Marketing
- Retail Marketing
- E Commerce and D2C Marketing
- Omnichannel Retail Strategy
- Trade Promotions vs. Consumer Promotions
- Customer Journey Mapping
- Omnichannel Value Delivery
- Channel Design & Structure
- Retail Logistics
- 7 Ps of Services Marketing
- Service Gaps Model
- Service Recovery Frameworks
CRM & analytics
- Customer Relationship Management
- Business Analytics for Marketing
- Customer Relationship Management (CRM) & Customer Lifetime Value
- Marketing Analytics
- Customer Churn Dynamics
- Regression & Clustering in Marketing
- Market Share & Share of Wallet Analysis