Integrated Marketing Management Course | Prof. R Srinivasan | IISc Bangalore
Course Details
| Exam Registration | 1114 |
|---|---|
| Course Status | Ongoing |
| Course Type | Core |
| Language | English |
| Duration | 8 weeks |
| Categories | Management Studies |
| Credit Points | 2 |
| Level | Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 13 Mar 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 16 Feb 2026 |
| Exam Date | 28 Mar 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Master the Art of Marketing in the Competitive Indian Landscape
In today's fiercely competitive business environment, a deep and integrated understanding of marketing management is not just an advantage—it's a necessity. The Integrated Marketing Management course offers a rigorous, 8-week postgraduate program designed to build a formidable foundation in the essential principles and practices of marketing, specifically tailored for the dynamic Indian market.
Led by the eminent Prof. R Srinivasan from the Indian Institute of Science (IISc) Bangalore, this course distills over 45 years of academic and industry expertise into a structured curriculum that bridges theory and practical application.
About the Course Instructor: Prof. R Srinivasan
Learning from an expert of Prof. Srinivasan's caliber is a rare opportunity. His distinguished profile includes:
- Academic Pedigree: Emeritus Professor, Department of Management Studies, IISc Bangalore. Holds a doctoral degree (Fellowship) from IIM Bangalore and a post-doctorate from the University of Leeds, UK.
- Vast Experience: Over 45 years spanning prestigious institutions like Tata Consulting Engineers (TCE), Administrative Staff College of India (ASCI), and National Institute for Training in Industrial Engineering (NITIE).
- Proven Expertise: Author of 9 books and more than 200 publications. Recipient of the International Statistical Institute Award and Colombo Plan Award.
- Industry & Global Recognition: Served on boards of several companies and was invited by the Georgia Institute of Technology, USA, to develop International Technology Indicators. His research has been recognized internationally, including a Best Paper award at IABE, USA.
Who Should Enroll in This Course?
This course is meticulously designed for professionals and students who aim to solidify their marketing acumen:
- Engineers (B.E./B.Tech, M.E./M.Tech) seeking business and marketing knowledge.
- Scientists (M.Sc./Ph.D.) transitioning to managerial or commercial roles.
- Professionals across industries requiring a structured exposure to marketing principles.
- Industry Support: The curriculum is relevant and applicable to almost all companies, making it invaluable for career advancement.
Detailed 8-Week Course Layout
The course is structured to take you from fundamental concepts to advanced marketing control mechanisms through a blend of theory and case-based learning.
| Week | Key Topics Covered |
|---|---|
| Week 1 | Marketing concept, Coordinated marketing, Meta marketing, Holistic marketing dimensions. |
| Week 2 | Case Analysis & Discussion; Understanding the Marketing Environment. |
| Week 3 | Marketing decisions, Customer delivered value, Buyer Behaviour models, Input-output mapping. |
| Week 4 | Case Discussion; Fundamentals of Strategic Marketing Planning. |
| Week 5 | The Marketing Mix (4Ps), Product policy, New Product Development, Product Life Cycle (PLC). |
| Week 6 | Pricing Strategies, Distribution Channels, Advertising & Promotion; Case Discussion. |
| Week 7 | Marketing Organization structures, Product Management. |
| Week 8 | Sales Management, Marketing Control systems, Final Case Discussion. |
Core Learning Objectives & Outcomes
By the end of this intensive course, you will be able to:
- Comprehend the evolution and core concepts of modern, holistic marketing.
- Analyze the Indian marketing environment and its impact on business strategy.
- Understand consumer and buyer behavior to drive effective segmentation and targeting.
- Develop robust marketing plans and make strategic decisions regarding the marketing mix.
- Formulate product, pricing, distribution, and promotion strategies for competitive advantage.
- Design and manage marketing organizations and sales forces effectively.
- Implement marketing control measures to evaluate performance and ensure ROI.
Essential Course Textbooks
The curriculum is supported by seminal texts that are cornerstones of marketing education:
- Philip Kotler, Marketing Management: Analysis, Planning and Control, 14th Edition, Prentice Hall, 2015.
- R. Srinivasan, Case Studies in Marketing: The Indian Context, 7th Edition, Prentice Hall Learning, 2018. This book provides invaluable real-world Indian scenarios, directly complementing the professor's teachings.
Why Choose This Integrated Marketing Management Course?
This isn't just another marketing overview. It's a deep dive led by a pioneer. The integration of Prof. Srinivasan's own case studies from the Indian context ensures the learning is immediately applicable. The focus on case discussions across multiple weeks hones critical thinking and problem-solving skills, preparing you for real-world marketing challenges.
Whether you're an engineer moving into product management, a scientist interfacing with the market, or a professional aiming to master the strategic levers of business growth, this course provides the comprehensive toolkit you need to succeed in the complex and vibrant Indian marketplace.
Take the next step in your professional journey. Enroll in the Integrated Marketing Management course and transform your understanding of how to create, communicate, and deliver value in today's economy.
Enroll Now →