Organizations are continually challenged in their markets for existence, competitive parity, and supremacy. Effective marketing strategies are essential for firms to successfully enter markets, design and commercialize new products, maintain and improve market positions of existing products, and to motivate sales by communicating product benefits to each of several diverse target market segments
Typical Course Outline
·Definition of Marketing
·Dimension of Marketing (B2B, C2C, B2C)
·Characteristics of Service Market v/s Product Market
·Marketing Environment (SWOT and PEST Analysis)
·Marketing and Strategic Models (Ansoff, Porters, PIMS, Product Life Cycle, BCG)
Strategic growth perspectives: the SMART growth segmentation
The role of strategic marketing in CRM: understanding the lifetime value of a customer
