- 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.

Marketing 101: Strategy & Process
Understand the marketing mix, consumer behavior, and strategic planning in modern marketing.
Introduction
What you'll learn ?
- 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.
Certification
- KLiC courses are recognised by Yashwantrao Chavan Maharashtra Open University (YCMOU).
- MKCL provides certificate to the KLiC learner after his/her successful course completion.
- Yashwantrao Chavan Maharashtra Open University (YCMOU) provides mark sheet to successfully passed KLiC learners (Jurisdiction: Maharashtra).
Academic Approach
The academic approach of the courses 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 an employee or entrepreneur as well as development of the community to which s/he belongs. Learning methodology:
- 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!
Syllabus
- 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
Evaluation Pattern
Evaluation Pattern of KLiC Courses consists of 4 Sections as per below table:
Section No. | Section Name | Total Marks | Minimum Passing Marks |
---|---|---|---|
1 | Learning Progression | 25 | 10 |
2 | Internal Assessment | 25 | 10 |
3 | Final Online Examination | 50 | 20 |
Total | 100 | 40 | |
4 | SUPWs (Socially Useful and Productive Work in form of Assignments) | 5 Assignments | 2 Assignments to be Completed & Uploaded |
YCMOU Mark Sheet
Printed Mark Sheet will be issued by YCMOU on successful completion of Section 1, Section 2 and Section 3 and will be delivered to the learner by MKCL.
YCMOU Mark Sheet will be available only for Maharashtra jurisdiction learners
MKCL's KLiC Certificate
The certificate will be provided to the learner who will satisfy the below criteria:
- Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
- 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
Courses Fee Structure from 01 July, 2025 Onwards
KLiC 60 hour course fee applicable from 01 July, 2025 all over Maharashtra
KLiC Course Duration | MFO (Inclusive of GST) |
ALC Share (Service Charges to be collected by ALC) |
---|---|---|
60 hours | Rs. 500/- | Rs. 2,500/- |
* Above mentioned fee is applicable for all Modes of KLiC Courses offered at Authorised Learning Center (ALC) and at Satellite Center
* Total fee is including of Course fees, Examination fees and Certification fees
* MKCL reserves the right to modify the Fee anytime without any prior notice
KLiC Courses Fee Structure upto 30 June, 2025
Region | Total Fee (Rupees) |
MMRDA, PMRDA and Rest of Maharashtra | 3000/- |
* Above mentioned fee is applicable for all Modes of KLiC Courses offered at Authorised Learning Center (ALC) and at Satellite Center
* Total fee is including of Course fees, Examination fees and Certification fees
* MKCL reserves the right to modify the Fee anytime without any prior notice