Mastering Marketing: From Basics to Customer Insights

• 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 of understanding 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 understand 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.
• Distinguish between Product and services and the strategies and process followed to promote them in the market.
• Discuss the service marketing strategies, encompassing various methodologies and tactics tailored to the specific goals and target audience
• Diagnose the effect of technology in service sector and their advantages and disadvantages in upgrading service marketing
• Classify the different gaps effecting the service sector using GAP Model and the methods to decrease them.
• Diagnose intricate intertwining of services, technology marketing strategies, characteristics, and marketing mix planning.
• Discuss the factors effecting the profitability of service sector and the economic and dynamic changes that effect it.
• Examine the strategies of price discrimination, relative costs, and economies of scale intertwining intricately.
• Diagnose the service profitability chain, the key elements leading to profitability
• Explain the interplay between service gaps and service store performance in profit generation.
• Identify array of marketing strategies to outdo rivals and careers available in their development.
• Discuss the key drivers in service quality and the evolution of services from time to time.
• Explain the concept of service expectations and the service expectations in Todays world.
• Identify the factors that influence desired and adequate services along with zone of tolerance.
• Diagnose the sources and importance of word-of-mouth communication in todays world.
• Examine the relation between Customer Delight and Customer Loyalty
• Describe methods to escalate the customer service expectations and their effects.
• Discuss the meaning, importance and factors influencing customer perception.
• Describe intricate interplay of customers' behaviour, which significantly influences both the decision-making process and marketing forecasting.
• Explain customer encounters and the factors effecting the end-to-end customer experience.
• Examine various types of customer encounters and the Do’s and Don’ts as a Response to Customer Needs and Requirements.
• Diagnose the concept of customer satisfaction and different metrics used to measure them.
• Explain the meaning of service quality and different methods used to measure them.
• Examine the utilization of customer research aids in comprehending customer expectations and the essential market research aspects.
• Discuss the various elements of effective service marketing research.
• Diagnose the method and importance of SERVQUAL survey in understanding customer perception.
• Categorise the complex process involves conducting customer research, analysing the findings meticulously to achieve optimal outcomes.
• Discuss the significance and the methods to measure customer experience and their role in designing performance matrix.
• Discuss the value of relationship with customers and the different strategies that help in relationship development.
• Describe the concept of Customer Relationship Management (CRM) and its importance in maintaining customer relationship.
• Classify the different stages of relationship development and the strategies to build long-term relationships with customers to retail them.
• Explain the intricate interplay between service failures, service recovery strategies to ensure exceptional customer service impacts businesses.
• Discuss the concept of service guarantee with their strategies and benefits.

• Compare the changes in marketing techniques of the old and new age along with their effects on the customers.
• Interpret a vast array of intricate and diverse theories encompassing various principles and methodologies of Marketing Management and their revolutionary effect on the Indian Market.
• Paraphrase the 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 the 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 of 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 the 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.
• Compare product and services and various strategies used to promote both in the market.
• Inspect the intricate interplay between the multifaceted service marketing strategies for achieving sustained business growth and competitive advantage.
• Interpret the impact of technology on the service sector, as well as its pros and cons in enhancing service marketing.
• Categorize the various gaps that impact the service sector using the GAP Model and outline strategies to mitigate them.
• Construct the planning of marketing mix, characteristics, and marketing strategies for services and technology.
• Interpret the economic and dynamic changes that affect the profitability of the service sector.
• Observe the intertwining of strategies for price discrimination, relative costs, and economies of scale.
• Illustrate key elements influence the profit using the service profitability chain.
• Diagnose the service gaps in service sectors which affect the profitability of a store.
• Discover the various marketing strategies utilized to compete with competitors and the careers available.
• Examine the key drivers in service quality that constantly evolve services over time, influencing their progression.
• Interpret the notion of service expectations and the way they are perceived in the contemporary world.
• Paraphrase the elements that impact the level of service expected and considered acceptable, as well as the range within which variations in service quality are tolerated.
• Illustrate the origins and significance of word-of-mouth communication in contemporary society.
• Discover the correlation between Customer Delight and Customer Loyalty and their effect in improving service expectations.
• Review ways to raise customer service standards and their impacts on service expectations.
• Inspect the significance, interpretation, and elements that shape how customers perceive things.
• Interpret the decision-making process and marketing forecasting influenced by the behaviour of customers.
• Diagnose the customer encounters and the variables impacting the overall customer journey.
• Illustrate the different kinds of encounters with customers and the appropriate and inappropriate actions to take in response to their needs and demands.
• Illustrate the idea of customer satisfaction and the various metrics employed to assess it.
• meaning of service quality and different methods used to measure them.
• Inspect the Customer expectations and the elements required for market research to understand customers
• Compare the different components of successful service marketing research
• Illustrate the significance of the SERVQUAL survey, its approach and its ability to help comprehend how customers perceive a service.
• Examine the findings of customer research program and analyse with precision to obtain favourable output.
• Paraphrase the importance of assessing customer experience and the techniques for its measurement in shaping performance metrics.
• Compare the various strategies involved in relationship development and the value it gives in customer satisfaction.
• Interpret the idea of Customer Relationship Management (CRM) and its significance in upholding customer relationships.
• Summarize the various phases involved in developing customer relationships and outline effective tactics for establishing enduring connections with customers to retain them.
• Discover the implementation of diverse service recovery strategies that aims to address service failures and enhance customer experience.
• Interpret the idea of service guarantee, along with its associated approaches and advantages

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!

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

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:

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