Marketing 101: Strategy & Process

• Diagnose the traditional and New age marketing techniques and strategies.
• Discuss the basics of Marketing management, its various theories and methodologies and changes in Indian Market
• Identify the concepts and importance of Segmentation, Targeting and Positioning of products and services in the Marketing
• Diagnose the importance to understand the buyer and their behaviour when marketing any product/ services.
• Examine the process of consumer decision making and the strategies used to understand them.
• Describe different types of marketing mix used by the marketers to market their product/ services to the customers.
• Discuss the concept of marketing communications and the factors to be taken into note when communicating with customers.
• Diagnose the difference between Advertising, Sales Promotion and Public Relations and understanding their timely use and process.
• Explain the Integrated Marketing Process and the advantage of using it when marketing any products/ services.
• Identify the importance of Great Indian Middle class, their characteristics effecting the marketing trends.
• Examine the rise in expectations in marketing and the challenges faced by marketers when promoting ant product/ services.
• Summarise the process of market research conducted when planning a marketing campaign.

• 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.

The Academic Approach of the course focuses on the “work centric” education i.e. begin with work (and not from a book !), derive knowledge from work and apply that knowledge to make the work more wholesome, useful and delightful. The ultimate objective is to empower the Learner to engage in socially useful and productive work. It aims at leading the learner to his/her rewarding career as well as development of the society.

Learning methodology

• Learners are given an overview of the course and its connection to life and work.
• Learners are then exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Learners are then acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Learners are then acquainted with the architecture of the tool or Tool Map so as to appreciate various parts of the tool, their functions and their inter-relations.
• Learners are then exposed to simple application development methodology by using the tool at the beginner’s level
• Learners then perform the differential skills related to the use of the tool to improve the given ready-made outputs.
• Learners are then engaged in appreciation of real-life case studies developed by the experts.
• Learners are then encouraged to proceed from appreciation to imitation of the experts.
• After imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• 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.

Evaluation Pattern of KLiC Courses consists of 4 Sections as per below table:

MKCL’s KLiC Certificate will be provided to the learner who will satisfy the below criteria:

1. Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
2. Additionally, learner should have completed Section 4 (i.e. Section 4 will comprise of SUPWs i.e. Socially Useful and Productive Work in form of Assignments)
   • Learner has to complete and upload minimum 2 out of 5 Assignments