Marketing 101: Strategy & Process

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

Course Features:

Language: English
Track: Service Management
Duration: 30 hours
Level: Beginner
Learning Mode: Learn at ALC or Learn at Home
Jurisdiction: Maharashtra
Certificate of Completion

Eligibility

Learner should preferably a std. 10th Pass student (Not Compulsory)
It is desirable that Learner should have done MS-CIT Course (Not Compulsory)

List of ALCs

Introduction

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.

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/-

Important Points:
* 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/-