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Marketing Management - I (NPTEL, IIT Kanpur)

An 8-week IIT Kanpur course on marketing fundamentals: environment scanning, research, buyer behaviour and segmentation.

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About this course

Taught by Prof. Shashi Shekhar Mishra and Prof. Jayanta Chatterjee of IIT Kanpur, this NPTEL course covers the first half of a classic marketing management curriculum. It moves from core marketing concepts and environment analysis (PESTEL, SWOT) to marketing research, consumer and industrial buyer behaviour, and segmentation, targeting and positioning.

Best for: Management and engineering students in India who want an IIT-level marketing foundation.

What you will be able to do

  • Explain core marketing concepts and planning
  • Analyse the business environment with PESTEL and SWOT
  • Design a basic marketing research plan
  • Describe consumer and industrial buying behaviour
  • Apply segmentation, targeting and positioning

Syllabus and your progress

Tick modules off as you finish them on NPTEL.

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Cost and certificate

Paid certificate

Lectures are free; the NPTEL certificate requires passing a proctored exam that carries a fee.

NPTEL sets the terms and can change them. Check the course page before you commit serious time, and tell us if something changed.

Quick answers

Is Marketing Management - I (NPTEL, IIT Kanpur) really free?
Yes, the course material is free on NPTEL. Lectures are free; the NPTEL certificate requires passing a proctored exam that carries a fee.
How long does Marketing Management - I (NPTEL, IIT Kanpur) take?
NPTEL does not publish an hour estimate. It is instructor-paced, so you set the pace.
Do I need experience before Marketing Management - I (NPTEL, IIT Kanpur)?
No. It is a beginner course with no prerequisites listed.

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Marketing Management - I (NPTEL, IIT Kanpur)

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