Sr. No | Topic(s)* | Coverage of the Session( Indicative) |
1 | Introduction to Marketing | · What is marketing?
· Company orientations to the market
· Some core concepts & variables in marketing |
2 | Analyzing the marketing environment | · Understanding the power of information
· Micro & macro environment
· Marketing responses to environmental changes |
3 | The Marketing Mix | · What is the marketing mix?
· Adapting the marketing mix
· Discussion on field project |
4 | Understanding & Managing Competition | · Competition & the marketing mix
· Approaches to understand & manage competition |
5 | Case I – Marketing War. The case looks at two companies directly competing against each other in a very lucrative emerging market | · Case discussion
· Questions & answers
· Relating managerial decisions with sessions 1-4 |
6 | Segmentation, Targeting & Positioning – I | · What is market segmentation?
· Methods of segmenting markets
· Multi-Attribute segmentation |
7 | Segmentation, Targeting & Positioning – I | · What is targeting?
· What is positioning?
· Types of positioning platforms |
8 | Product Development & Management | · What is a product? - Understanding its development process
· Types of products
· Product Life Cycle
· Introduction to branding |
9 | Case II- TI Cycles: New Product Strategy(A)
The case looks at the new product development process, challenges and issues | · Case discussion
· Questions & answers
· Relating managerial decisions with sessions 1-8 |
10 | Pricing – I | · Pricing – Types, methods & tactics
· Issues & challenges in setting a price
· Pricing & positioning |
11 | Pricing – II | · Finance & marketing interface- Contribution, breakeven point & margin of safety |
12 | Promotions – I | · Types of promotions
· Integrated marketing communications |
13 | Promotions – II | · Advertising & public relations
· Sales promotions |
14 | Case III- C Cube Care
The case looks at pricing options and alternate top line & bottom line scenarios | · Case discussion
· Questions & answers
· Relating managerial decisions with sessions 1-13 |
15 | Place- I | · Role & importance of place in distribution
· Relating to Product, price and promotion
· Variables affecting the place variable |
16 | Place – II | · Introduction to sales & channel management
· Selling situations – Consumer & Business markets |
17 | B2B Marketing | · B2B marketing Vs B2C markets
· Buying center concept |
18 | Case IV – Premium Watch Company
An opportunity to link the 4Ps together | · Case discussion
· Questions & answers
· Relating managerial decisions with sessions 1-17 |
19 | Direct Marketing | · What is direct marketing?
· Growth & benefits of direct marketing |
20 | Social Marketing & Course Wrap Up | · Activist school of thought in marketing
· Cause marketing
· Course wrap up |