Service Management

Marketing 101: Strategy & Process

Understand the marketing mix, consumer behavior, and strategic planning in modern marketing.

Marketing 101: Strategy & Process
Track Service Management
Duration 30 hours
Skill Level Beginner
Language English

About this Course

Understand the marketing mix, consumer behavior, and strategic planning in modern marketing.
Learning Mode: Learn at ALC or at Home

Detailed Course Curriculum

Hands-on module breakdown aligned with MKCL production standards and industry requirements.

  • Marketing Management Today Introduction
  • Changes in the Indian Markets
  • What is Marketing Management?
  • Marketing Management Continued
  • Factors that Caused Innovations in Marketing
  • The Global Financial Crisis
  • Consumer Behavior
  • Competition
  • Convergence of Technology
  • Demographic Changes
  • Marketing Orientation & its scope Introduction
  • Relationship Marketing
  • Market Driven Organization’s
  • Marketing as a Process
  • Mission
  • Situational Analysis
  • Marketing Plan
  • 4 P’s of Marketing
  • Implementation and Control
  • Netflix Case Study
  • Introduction to Segmentation Introduction
  • Segmentation and Targeting
  • Need for Segmentation
  • Demographic Bases
  • Age Based Segmentation
  • Gender Based Segmentation
  • Income Based Segmentation
  • Socio Economic Pyramid
  • Family Structure and Size
  • Segmentation on Varied Parameters Introduction
  • Segmentation based on product usage
  • Segmentation based on benefits
  • Consumption
  • Decision Criteria
  • Customer Loyalty Based Segmentation
  • Industrial Segmentation
  • Matrix Process of Segmentation
  • Understanding the Buyer Introduction
  • Consumer categorization
  • Zaltman ‘Traps’
  • Buyer- An Enigma
  • What does the consumer buy?
  • Buyer Motivations
  • Buyer Behaviors Introduction
  • Definition- Consumer
  • How to Study Consumer Behaviors
  • Types of Consumer Behaviors
  • Factors that Influence Buyer Behaviors
  • Social Factors
  • Personal Factors
  • Psychological Factors
  • New Emerging Lifestyles of the Urban Consumers
  • Consumer Decision Making Introduction
  • Customer Decision Making
  • Market Value
  • High Involvement Product
  • Problem Identification/ Need Recognition
  • Development of Decision Criteria
  • Search for Alternatives
  • Evaluation of Alternatives
  • Decision
  • Low Involvement Product
  • Introduction to Marketing Mix Introduction
  • 4Ps of Marketing
  • Product
  • Price
  • Place
  • Promotion
  • 7 Ps of Marketing
  • People
  • Process
  • Physical Evidence
  • Marketing Mix – 4Cs
  • Direct Marketing Introduction
  • Types of Direct Marketing
  • Effective use of Direct Marketing
  • Promotional Mix
  • Successful Communication of Promotional Mix
  • Importance of Promotional Mix
  • Steps Involved in Getting the Right Promotional Mix
  • Introduction to Marketing Communication Introduction
  • Marketing Communication
  • Integrated Marketing Communication
  • Communication Process
  • Effective Marketing Communication
  • Message Considerations
  • Media Decisions
  • Promotional Mix Introduction
  • Measuring Effectiveness of Marketing Communication
  • Promotional Mix
  • Selection of Promotional Mix
  • Integrated Marketing Communication and Planning
  • Advertising
  • Advertising Agencies
  • Media Development in India
  • Advertising Decisions Introduction
  • Advertising Decisions
  • What is Advertising?
  • Advertising Goals
  • Advertising Industry in India
  • Institutional Framework in Advertising
  • Advantages of Institutional Advertising
  • Disadvantages of Institutional Advertising
  • Role of Advertising Agencies
  • Evaluating Advertising Effectiveness
  • Importance of Evaluating Advertising Effectiveness
  • Online Advertising
  • Advertising, Sales Promotion and Public Relation Introduction
  • Significance of Sales Promotion
  • Objectives of Sales Promotion
  • Steps in Sales Promotion
  • Sales Promotion and Brand Image
  • Definition: Public Relations
  • Types of PR
  • PR Examples
  • Advantages & Disadvantages of Public Relations
  • Importance of Public Relations
  • Marketing Communication and Promotions Introduction
  • Integrated Marketing Communications
  • Benefits of IMC
  • Barriers to IMC
  • Definition: Communication Process
  • AIDA Model
  • IMC Planning Process Introduction
  • Definition: Integrated Marketing Communication
  • The IMC Process
  • Integrated Marketing Communication Plan
  • 6 Steps in the IMC Planning Process
  • Components of IMC
  • 10 Golden Rules of IMC
  • The Great Indian Middle Class
  • Characteristics of the Indian Middle Class
  • Future Consumption Trends
  • Preference of Products and Degree of Connectedness
  • Internet of Things
  • Future Market Trends
  • Issues and Challenges of Marketing in India Introduction
  • Rise in Expectations from Marketing
  • Marketing Challenges
  • 7 Functions of Marketing
  • Marketing Research Process Introduction
  • Market Research Process
  • Problem Definition
  • Research Objective
  • Marketing Research Process Introduction
  • Research Design
  • Source of Data
  • Data Collection
  • Data Analysis
  • Report and Presentation
Eligibility Criteria
• Basic knowledge of computers and keen desire to build skills in this field.
• Open to students, job seekers, and working professionals.
Official Certification
• Official MKCL KLiC Certificate upon successful completion of the course and evaluations.
Work-Centric Learning Approach
• Step 1: Learners are given an overview of the course and its connection to life and work
• Step 2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Step 3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Step 4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
• Step 5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
• Step 6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
• Step 7: Learners are engaged in appreciation of real-life case studies developed by the experts.
• Step 8: Learners are encouraged to proceed from appreciation to imitation of the experts.
• Step 9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Step 10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
• Step 11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
• Step 12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!

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Admissions Open 2026

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Course Overview
  • Duration: 30 hours
  • Track: Service Management
  • Skill Level: Beginner
  • Language: English
  • Mode: Learn at ALC or at Home
  • Certificate: Official MKCL
Key Course Highlights:
  • Compare the changes in marketing techniques of the old and new age along with their affects on the customers.
  • Interpret vast array of intricate and diverse theories encompassing various principles and methodologies of Marketing Management and their revolutionary effect on Indian Market.
  • Paraphrase intricate importance of segmentation, targeting and positioning of products and services in marketing management.
  • Examine the effects of consumer behaviour and understanding customers when marketing any product/ services.
  • Make use of consumer decision making process when strategizing any marketing plan.
  • Inspect various types of marketing mixes employed by marketers to promote their products/services to customers.
  • Paraphrase the importance marketing communications in its essence and important factors considered while communicating to target audiences about products, services, or brands to influence their perceptions and behaviours.
  • Differentiate between Advertising, Sales Promotion and Public Relations and use them according to the need of marketing communication.
  • Interpret the Integrated Marketing Process and its uses and advantages when promoting any product/ services.
  • Inspect the characteristics and importance of Great Indian middle class in Future marketing trends.
  • Inspect the challenges faced by marketers and the different expectations companies have from marketers.
  • Interpret the use of Market Research and the process followed when running a marketing campaign.
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