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Course

Strategic Marketing - Contemporary Issues

Indian Institute of Technology Kanpur

The 21st Century is well on its way and over the last decade Marketing as a subject and as practice evolved continuously due to technological, sociological and other global game changing forces. This course will attempt to probe into these profound as well as currently peripheral but potentially significant changes from the perspective of certain base premises that possibly will never change.

This course will discuss marketing theories as well as a range of real life current and classical examples & cases to help participants improve their strategic marketing thinking and activation skills.

The 21st Century is well on its way and over the last decade Marketing as a subject and as practice evolved continuously due to technological, sociological and other global game changing forces. This course will attempt to probe into these profound as well as currently peripheral but potentially significant changes from the perspective of certain base premises that possibly will never change.
This course will discuss marketing theories as well as a range of real life current and classical examples & cases to help participants improve their strategic marketing thinking and activation skills.

Course contents:

Marketing as strategy:
Understanding new era organizations and the marketing environment today, the role of market orientation, technological advances, global marketing imperative, marketing ethics & social responsibility.

Market opportunity recognition and evaluation:
Internal analysis, External analysis, The marketing information system, Buyer behavior, Segmentation & targeting.

Broader Concerns today:

  • Stake holder Concerns & issues
  • Sustainable & Green marketing
  • New paradigms for Organizations & Consumers

Products, Services & Innovation:

  • Marketing’s role in new product/new service development
  • Managing across the life cycle
  • Marketing channels and the marketing ecosystems

Marketing Planning and Execution

  • Different approaches to planning for Marketing.
  • Forecasting & Scenario planning
  • Marketing mix & Resource allocation
  • Marketing communication – Multi channel integration
  • Pricing, Branding, Value driven Relationship

New Challenges

  • Marketing & the creative industries
  • Marketing & the new media
  • Marketing to the bottom of the pyramid
  • Frugal & grass root Marketing
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