SPJIMR > Marketing Management

Overview

Marketing is a core business responsibility—not only for marketing specialists. This course builds a customer-first and competitor-aware view of marketing decisions. Across six weeks, you will learn how to design a marketing plan and make strong choices on segmentation, positioning, branding, products, channels, communications, and pricing.

Key highlights

  • Build a simple, practical marketing plan
  • Understand the consumer buying process and key marketing terms (value, satisfaction, brands, etc.)
  • Segmentation–Targeting–Positioning (STP) and writing clear positioning statements
  • Branding fundamentals: Brand Resonance Pyramid, brand equity/loyalty, Points of Parity (POP) & Points of Differentiation (POD)
  • Product decisions: goods–services spectrum, product-level hierarchy, product lines & Product Life Cycle
  • Go-to-market and growth levers: channels & intermediaries, channel conflict, IMC using 6M, and value pricing

Objective

By the end of this course, participants will be able to:

  • Explain key marketing concepts such as value, satisfaction, brand equity, and loyalty
  • Create a basic marketing plan for a product/service
  • Describe the consumer buying process and use it to guide decisions
  • Segment a market, choose target segments, and position a brand using POP/POD
  • Make product, channel, communication, and pricing choices using simple strategy frameworks

USPs

  • End-to-end view of marketing decisions (STP → brand → product → channels → comms → pricing)
  • Framework-led learning (Brand resonance pyramid, Product-level hierarchy, PLC, 6M, POP/POD)
  • Customer-centric and competitive approach, with clear steps you can apply to real business problems
  • Balanced mix of concepts and application (short activities/mini cases can be used in class or at work)

Who can attend

  • MBA/PGDM students and early-career professionals who want strong marketing basics
  • Entrepreneurs and business owners who need a practical marketing plan and go-to-market clarity
  • Sales, product, and growth professionals who work closely with marketing teams
  • Anyone who wants to understand how marketing decisions drive business growth

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Dhrithi Mahadevan, Assistant Professor, Marketing

Dhrithi Mahadevan

Ex SPJIMR Faculty

Dhrithi Mahadevan is an assistant professor of marketing at S. P. Jain Institute of Management and Research. She has a Ph.D. in marketing from the Indian Institute of Management Bangalore (IIMB). Her primary area of research relates to examining customer experience in platform-based services. She has received several prestigious national and international awards for her research, including the AMS-Sheth Award, NASMEI-Raj Sethuraman Award and AIM-Sheth Award.

Certificate

A digital certificate of completion will be provided after meeting the course completion requirements (e.g., quiz/assignment completion and any required participation).

Application process

  • Register on the course platform
  • Receive confirmation and login details by email
  • Start learning on the LMS and complete the weekly activities

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