Course abstract

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

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

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

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