B.Tech from NIT DGP, currently in PGDM course, IIM Indore.Enthusiastic about writing short stories and reading detective books.

Pooja Talapatra

This course gives a good exposure to the basic yet crucial concepts of the subject, along with real life implementations. It gives a flavor of marketing and covers essential modules. It will cover the life cycle of a product from its Initiation phase to the time the product reaches the audience, along with all the strategies. Tags - Marketing, Management, Product Life cycle, Segmentation, Targeting, Positioning, Consumer Markets, Global Markets, Product Launch, Product Strategy, Market Research, Brand Equity.

English

Marketing 101: Understanding the Basics of Marketing

Management

This lessons speaks about the change from need to demand, the kinds of demands possible, STP, and the possible ways of reaching the customer.

Basic Concepts of Marketing

In this lesson, the conventional and modern 4Ps are discussed followed by the concepts of strategy which are also implemented in marketing.

Important Frameworks of Marketing

This lessons speaks about what is marketing research, the difference between market research and marketing research, the sources of information, the kinds of market research firms and the process of the research itself.

Basics of Marketing Research

This lesson primarily delves into the kinds of market research conducted with respect to the research design, communication channels for research and the major applications.

Marketing Research Design Approaches and Applications.

This lesson explores the consumer markets, the behavioural aspects of Consumers and elaborates the entire process of the buying decisions.

Behaviour of Consumers

This lesson mainly focusses on the five step decision making process, what influences each step and how, as marketers, can we interpret and channel the information that is available.

Decision Making Process of Consumers

This lesson describes the characteristics of business markets, the roles of the decision making group members, and the kinds of buying patterns.

Factors of Business Markets

This lesson describes the steps involved in business decision making, vertical integration and the factors to be considered while expanding into Global markets.

Broadening horizon to Global Markets

This lesson entails the fundamental concept of Segmentation, the various parameters to be used and some user related terms.

The concept of Segmentation

This lessons deals with how one should deals with segmentation in a business to business market scenario. Some examples of B2C segmentation have been given.

Segmentation of business markets

This lesson is all about understanding your segments, how to impose the criteria for analysis, along with strategic considerations.

Evaluation of segments for Targeting

In this lesson, the concepts of POD and POP have been elaborated and what they mean. Of course, we will first understand the very concept of Positioning.

The concept of Positioning

This lesson deals with some of the commonly used jargons in positioning, the appropriate use of Perceptual map and some of the ways to gauge how popular your product/brand is.

Kinds of Positioning & Usage of Perceptual Map

In this lesson, we will speak about what is a brand, brand equity and what are the constituents of brand equity. The ways to measure brand equity along with its drivers are also elaborated.

Introducing brand equity

In lesson 15,  we look into the concept of brand associations, brand re-inforcement, revitalisation and an overall brand strategy. Some of the advantages and disadvantages of brand extension have also been discussed.

Brand Associations

This lesson is quite technical involving immense technical terms with respect to dealing with competitors. Market leaders, challengers, followers, niches have been discussed along with their specific strategies.

Market Structure and Competition Strategies

This lesson also explores various strategies implemented but pertaining to the phases of a product life cycle: introduction, growth. maturity, decline.

Product Life Cycle and related Strategies

The levels of products, kinds of products and services have been discussed. Some sub categories have also been demonstrated along with possible points of differentiation.

Kinds of Products

Description of the product related terms: classifications. The concepts related to market stretching, pricing strategies, branding, labeling, warranty and other signals to attract consumers.

Product Strategy

The lesson deals with the entire process of launching a new product right from the stage of generating the idea, which then has to be approved, followed by concept or product testing. If finally things seem favourable, development of both product and market strategy is carried out. Various ways of market testing is done such as simulated test marketing and then the full fledged launch is executed.

Process of Product Launch

The kinds of market research have been elaborated: sales wave research, simulated test marketing, controlled test marketing, and test markets. Similarly, tests are carried out in business markets: alpha and beta. This is followed by the advantages and disadvantages of the timing of the launch along with the consumer adoption process of the process.

Product Launch Concepts

This video encapsulates all the important concepts that I spoke about in the previous lessons. I have taken the liberty to go through all the terms quickly so that I can cover most of it.

Recapitulation

This video gives a brief outline about the STP method used by Loreal as per my interpretation. It should be used as a beginning tool for you to get more interest in this field and not as an end in itself. The various segments and the accompanying channels have been discussed in this video as well.

Loreal Group: Example of STP

This lesson is on HUL and mainly regarding their innovative ways of reaching customer base, generating brand awareness and the perfect mix of "doing good and doing well".

Innovation: Everything you need to know

Career progression in marketing, and a few more ideas about what is marketing and the kinds of subjects branching out from it have been discussed.

Lessons

25 lessons • 4h 39m

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Basic Concepts of Marketing

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Important Frameworks of Marketing

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Basics of Marketing Research

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Marketing Research Design Approaches and Applications.

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Behaviour of Consumers

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Decision Making Process of Consumers

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Factors of Business Markets

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Broadening horizon to Global Markets

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The concept of Segmentation

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Segmentation of business markets

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