Marketing as a field of study has grown from initially being a critical aspect to currently the core of businesses. The emergence of marketing, as we see today, is a result of several eras of evolutionary processes. Marketing as a subject is an amalgamation of several other organic areas of study like economics, sociology, psychology, and study of changing patterns in the anthropology of specific cultures. It makes the subject quite dynamic and demands the students of this subject to be highly vigilant of the happenings in the surrounding markets.
Across the globe, Marketing is one of the most sought-after areas of study owing to its highly exciting nature. As an essential aspect of any business across sectors, almost all types of organizations are looking out for good marketers. They are well versed in the field of marketing and have a thorough understanding of strategic decision making at a business operations level as well as the customer satisfaction level.
The Marketing specialisation prepares the student to think like marketing or brand or sales manager. It enables the student to develop a creative mindset to understand and solve problems in different possible ways using various tools and models. It also prepares them to understand and adapt information systems to integrate with making correct decisions. The course also makes the students work in teams to bring forth the cross-functional nature of Marketing. Different aspects of marketing need to be discussed with other areas of an organization before making a final decision. Thus the Area prepares students to work in cross-functional teams as project leaders or team members as well.
The courses go beyond the mere introduction of concepts and frameworks and include applications through experiential learning, continuous improvement, and innovation. Sustainable growth is one of the focal points of doing business, and marketing also develops social commitment skills in the student as a thought process.
The specialisation courses start in the second year with one gateway course to expose students to the Area and make an informed decision to pursue marketing as a Major or as a Minor. More courses are introduced in the third year.
SPECIALISATION AIMS
The Marketing Major and Minor intends to:
- Develop an innovative mindset in students whereby they can do parallel and out of box thinking for finding solutions in the marketplace.
- Provide students an understanding of the concepts, relevant theoretical frameworks, and models to be well versed with marketers' vocabulary and action points.
- Develop competencies to become a competent and confident sales and marketing person
- Help students develop their creative ability to generate business ideas and enable students to convert them into viable, scalable and sustainable business opportunities
- Equip students to how to deliver superior customer experiences that can build and strengthen competitive advantage.
- Develop an integrated approach to understand and drive sustainable growth in the long run.
- Equip students with importance and application of market research in creating accurate targeting, positioning and effective communication plan
- Educate students on the various financial aspects needed for creating a good pricing strategy.
- Educate students on the need to create lasting customer advantage and using tools like customer lifetime value
- Equip students to manage the marketing of global companies
- Appreciate the importance of consumer and B2B/ institutional markets
- Understand the characteristics of doing business and marketing in rural markets and with people at the bottom-of-the-pyramid
MAJOR OUTCOMES: After successful completion of the Major, the student will be able to:
- Demonstrate basic knowledge in accounting, economics, finance, management, entrepreneurship, and marketing in application of concepts and theories.
- Integrate the concepts of the core areas of business and apply it in various contexts.
- Understand the importance of the ethics in business activities.
- Define the principles and concepts of marketing
- Discuss the importance of marketing in business strategy and cross-functional role of marketing in business
- Construct an effective marketing strategy, including a marketing mix, for a product/service
- Classify and understand the segmentation methods
- Demonstrate how to use market research to improve decision making
- Apply knowledge of the consumer decision process to construct effective marketing campaigns and strategies
- Construct effective marketing communication plan
- Develop an effective plan for a new product launch
- Design a pricing plan
- Design an effective channel of distribution and logistics
- Compare marketing processes in a different type of firms using a case-based approach
- Discuss new-age and digital marketing strategies
MINOR OUTCOMES: After successful completion of the Minor, the student will be able to:
- Define and understand key concepts of marketing
- Demonstrate understanding of STP and marketing mix
- Examine the innovative practices of marketing
- Compare and contrast the role of marketing and selling
- Demonstrate the use of consumer insights in creating marketing plans
- Develop an awareness of the connection between marketing communication tools and how each can use effectively
- Understand the new product development process for a new age and digital marketing firms
- Demonstrate understanding of distribution networks and retail formats
- Discuss International and Global markets
- Understand how to create effective marketing strategies for competitive advantage and sustainable growth
COURSES (CORE AND ELECTIVE)
39 MAJOR COURSES
| Introduction to Operations Research | Consumer Behaviour | Consumer Demand Analytics with Big Data |
| Introduction to Finance and Accounting | Product & Brand Management | New Product Development |
| Consumer & Markets | Design Thinking for Managers | Luxury Branding and Merchandising |
| Introduction to People Management | Enterprise Risk Management | Special Topics in Marketing Management |
| Introduction to Entrepreneurship & Family Business | Business Ethics and Corporate Governance | B2B Marketing |
| Introduction to Spreadsheet Modeling | Sales and Distribution Management | Rural Marketing & Bottom of Pyramid Markets |
| Introduction to Quantitative Methods | Marketing Research and Consumer Insights | Special Topics in Marketing Management |
| Managerial Economics | Services Marketing | Gamification |
| Accounting for Managers | Negotiations | Marketing Innovation |
| Marketing Management | Special Topics in Marketing Management | Special Topics in Marketing Management |
| Organisational Behaviour | Business Innovation, Entrepreneurship and Strategy | Sustainability & Green Marketing |
| Research Methods for Managers | Integrated Marketing Communication | Entertainment, media and sports marketing |
| Financial Management | Retail Management | Graduation Project |
Introduction to Operations Research
The course exposes students to fundamental optimization procedures and techniques to attain skills at structuring business problems and modelling them as a mathematical program, Microsoft Excel to solve such models, interpret solutions and use the solutions to answer the business problem. The focus of this course will be on applications of quantitative methods in modelling business situations.
Introduction to Finance and Accounting
The course is aimed at baptising the students to the vocabularies of accounting theories and practices. Begining with the accounting concepts, introducing the basic tenets in maintaining the books of accounts, the course finally culminates into the preparation of the financial statements like Income statement, Balance Sheet as well as the Cash flow statement. It also covers the Bank reconcilation statement and Bills of Exchange
Consumer & Markets
This course provides a conceptual framework to the students to understand the various dimensions of marketing as a disciline. It focuses on exploring various aspects of marketing, markets, consumers, their shopping behaviour and motivations. It gives broad understanding of the exciting world of Shop, Shopping and Shopper.
Introduction to People Management
The course familiarizes students with the history and functions of management. It gives an overview of the various functions of human resource management and the concepts of organizational behaviour. It prepares students to go deeper into the area of people management equipping them with the basic background knowledge.
Introduction to Entrepreneurship & Family Business
This course introduces students to entrepreneurship and family businesses. It provides an overview on how they come into being, their perspective on the ecosystem, their mindset and how they manage their enterprises.
Introduction to Spreadsheet Modeling
This course deals with the use of the Spreadsheet to solve managerial problems. It merely highlights the use of Microsoft Excel as an aid in formulating business problems and invoking appropriate functions to resolve them.
Introduction to Quantitative Methods
This course is designed to give undergraduate students an introduction to decison making. The use of quantitative techniques is increasingly being adopted in all areas of human endeavour. The need to collect, analyze and interpret mathematical output is increasingly being appreciated for arriving at conclusions or in strategic decision making. This course will deal with fundamental concepts required to model, analyse and solve quantitative problems arising in any discipline. A student undertaking this course can have little to no formal introduction to mathematics and statistics at the higher secondary level.
Managerial Economics
This course provides a foundation of economic theories and models for use in managerial decision-making. The course provides students with an overview of theories of demand, supply, production and competition and equips them with the tools and techniques to make effective economic decisions under different business environments.
Accounting for Managers
Financial accounting provides the means of recording and reporting financial information in a business. Accounting plays a vital role as an information system for monitoring, problem solving and decision-making. This course provides the fundamentals of Financial Accounting and goes on to demonstrate how accounting fits into the overall business environment of an organization. In addition to this, Management Accounting systems, which have a strong internal focus can be effective tools in providing information that is useful in decision making at all levels in the organization. Management accountants play a strategic role in developing and providing both financial and non-financial information that is critical to the success of an organization.
Marketing Management
This course provides a conceptual framework to the students to understand the function of marketing in an organization. The course helps students to apply the marketing concepts and theories to solve case studies and projects. The course makes them vigilant of the marketing happenings in the real world and therefore importance of creating effective marketing strategies.
Organisational Behaviour
This course is an introduction to organizational behaviour for undergraduates. It discusses behaviour in organizations at individual, group & organizational levels and provides an understanding of the underlying aspects that drive behavior. It provides insights into the different theories and their application in the organizational context. It also enables students to understand theutilisation of different tools and practices in directing individual actions towards organizational objectives.
Research Methods for Managers
The objective of the course is to enable students to understand the role and importance of research in improving managerial decisions when faced with uncertainty. Research methods are applied in all functional areas of business viz. operation management, accounting, finance and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Learning this course helps students recognise that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.
Financial Management
This course in Financial Management provides a detailed understanding of the Finance Function and its interrelationship with other areas of Business. It seeks to develop the foundation for financial management concepts. It primarily helps the student to understand how businesses make investment, Financing, working capital management and dividend decisions and what are the key factors that influence these decisions.
Consumer Behaviour
This course is designed to give students an understanding of consumer behaviour for the purpose of developing effective marketing strategy. The range of topics to be covered will include: theories of consumer behaviour involving concepts such as perception, motivation, attitude formation and change, personality, values, learning, and cultural aspects that influence the decision-making process. This course will therefore help in understanding the consumer better.
Product & Brand Management
There is a constant need in the markets for products or related apps. Consumers or Marketers are both working on different ideas and concepts. However, an idea is incomplete withot taking it forward to a product and then to a brand. As the success rate of products launched in the market is less than 8 %, it becomes imperative to marketing and product managers to understand the process behind develoving products and brands and how to do strategic management across the life cycle. This course helps understand the role of a Product Manager from marketing perspective and various other related aspects of decision making in product development. Product and Brand Management, thus proves to be an important and basic course for all those students who are seeking a carrer in product, marketing , brand, retail, sales and also product design or user interface design.
The students will be able to understand the difference between product and brand. Due to increased focus on building and maintaining brand equity, marketers require to understand the complex relationship between products and brands and to develop brand strategies. The course includes the relationship between products and brands; the history of brands; Brand audits and brand architecture decisions; brand selection, naming and design; brand performance measurement; creating, maintaining and measuring brand equity.
Design Thinking for Managers
Design Thinking (DT) is a powerful tool to tackle the unstructured & the unknown. DT is a ‘human centered’ approach to problem solving which emerged at Stanford in the 1960’s primarily as a systematic, immersive approach to product design. In recent years, it was found that these approaches can be extended to a wide category of ill-structured, real world problems, both in emerging and developed markets alike. DT is getting increasingly popular not only across top corporates, but also in rural, semi-urban and underserved sections of society. Given the diversity of challenges that we face today, it therefore becomes necessary to have thinkers and doers who can focus on addressing such challenges. DT helps in building those capabilities.
Enterprise Risk Management
Risk management has traditionally been associated with financial institutions, banking, and insurance businesses. In today's business world, whether large or small, risk management is a crucial success factor. Enterprise risk management encompasses risk-based decision making in its essence. The increased likelihood of a startup's survival and the development of a resource-efficient growth model can be ascribed to risk-based decision making. This course's objectives are to increase participants' risk awareness and instil a culture of risk management. In this comprehensive course, students will gain an in-depth understanding of enterprise risk management (ERM).
Business Ethics and Corporate Governance
The course aims to develop in the student a clear perspective on the role and responsibilities of business in society. It helps the student understand the role of ethics in business. It also dwells on corporate governance frameworks and their relevance to contemporary business environment.
Sales and Distribution Management
The course will offer students learning on real-life and theoretical principles and strategies of company Sales and Salesmanship, and Distribution Channels at the marketplace. It will deal with as well as give the learner actionable challenges and opportunities of the sales function, in the context of Indian companies and products/brands, from a practical and result oriented standpoint.
The course will attempt to give students intimate insights into actual situations and cases, enabling them to systematically understand and improve their selling skills and knowledge in practical and functional areas of the actual business situations. It will help them in problem diagnosis and taking decisions in light of the various facts and facets of situations and cases.
Marketing Research and Consumer Insights
Marketing research is an element within the field of marketing information. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process; analyses the results; and communicates the findings and their implications. Qualitative research characterized by its aims, which relate to understanding some aspect of social life, and its methods generate words rather than numbers. It is applied in situations where little is known and helps in understanding social phenomena in natural settings, giving due emphasis to the meanings, experiences, and views of the participants.
Services Marketing
The contribution of services to the Indian economy is more than 55%. This makes services the largest contributor to the GDP of the country and its importance is only growing by the day. This course is designed to give students of marketing focus on knowledge needed to implement service strategies for competitive advantage across industries.
Negotiations
Negotiation is a commonly used and vital tool to make decisions in the organizational context. Based on the position and role of an employee, he or she has to engage in some kind of negotiation at one point of time or the other. Negotiation is driven by assumptions, perceptions and understanding about human behavior. This course would be designed to familiarize future professionals and managers about when to engage in negotiation, how to understand the negotiation partner, what negotiation technique to use at what point in time and how to develop negotiation skills.
Business Innovation, Entrepreneurship and Strategy
In a rapidly changing business environment, Innovation has been recognised as one of the key drivers of competitive advantage. This course is an introduction to the concept of innovation for corporate managers and entrepreneurs.
Integrated Marketing Communication
Integrated Marketing Communication (IMC) is a concept of integrating activities of marketing, selling, advertising, sales promotion, and other forms of Communication activities at the marketplace, to build and maintain brand value and brand equity for products and services. The Course is expected to offer an overall perspective of Marketing Communications and Promotion -- theory and practice - with activities including advertising, public relations, sales promotion, events, personal selling, direct marketing, and on-line promotion for overall effectiveness and success of the brand and the marketing company.
Retail Management
Retailing is a foundational business of any economy. It is the engine through which goods and services are transacted at the marketplace. Retailing is emerging as a significant sector of Indian economy and is expected to continue its growth trajectory. As such, understanding of Retail and the various elements of a retail business is of great importance to a business student. The course thus focuses on the retail industry: both physical and online
and it’s impact on the whole value chain. It is a highly experiential course which will be delivered through lectures, various field based assignments, case studies, simulations and presentations.
Consumer Demand Analytics with Big Data
Demand forecasting is the process of using predictive analysis of historical data to estimate and predict customers’ future demand for a product or service. Demand forecasting helps the business make better-informed supply decisions that estimate the total sales and revenue for a future period of time.
Through demand forecasting, businesses can optimize inventory by predicting future sales from analyzing historical sales data to make informed business decisions about everything from inventory planning and warehousing needs to running flash sales and meeting customer expectations. The course focusses on Use of data analytics to predict demand with trend (as in new product introduction), seasonality, price elasticity and other environmental factors. Demand analytics will also help Identify the key drivers for demand and quantify their impact.
It will help build, validate and improve forecasting models with both continuous and categorical variables.
New Product Development
New Product Development is an advanced course for students who wish to develop professional carrier in Product Management. This ocurse will focus on further use of market research and analysis. NPD is a combination of good business and marketing strategic decisions other then engineering excellence in the form of inventions. This course focuses on innovation aspects of business and marketing processes to help students better understand role of new products in the growth and development of firms. NPD processes include working in cross functional teams and also encompasses use of research tools to arrive on correct decisions at different stages of new product launch. This course aims at providing the historical and new age perspectives on reasons behind success and failure of new products as well.
Luxury Branding and Merchandising
Luxury brands have often been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. These product attributes give the consumers the satisfaction of not only owning expensive items but the extra-added psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group of only a select few, who can afford these pricey items. The course will offer students learning on real-life and theoretical principles and strategies of conceptulising, understanding, developing, creating, selling, distributing Luxury Products and Services in the category of Luxury Brands.at the marketplace. It will deal with as well as give the learner actionable challenges and opportunities of the luxury branding positioning and sales function, in the context of Indian/ Global companies and products/brands, from a practical and result oriented standpoint.
The course will attempt to give students intimate insights into actual situations and cases, enabling them to systematically understand and improve their selling skills and knowledge in practical and functional areas of Luxury Brand Building and selling. It will help them in problem diagnosis and taking decisions in light of the various facts and facets of situations and cases.
B2B Marketing
B2B Marketing is the process of understanding, creating and delivering customer value, thereby building and sustaining profitable relationships with targeted business markets and customers. Business markets are significantly larger than consumer markets and they offer a variety of career opportunities especially to marketing professionals. Further, a close understanding of business markets / customers is essential for strategic planning and hence is a requirement for top management executives / aspirants in a business marketing firm. Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently and it's time we marketed to them differently. B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive. This Course aims to develop a distinctive understanding of Business-to-Business Marketing among students in the field of Marketing Management. This course will aim to ensure the students appreciate the differences in the expectations of a business customers vis a vis end consumers.
The course will enable the students to evaluate customer value propositions in business markets and will also enable the students to apply the same concepts while evaluating and analyzing the business customer segments and strategies for marketing communications The pedagogy will include case-studies, hands-on learning, and real-world problem-solving activities that helps in equipping the student with the skills required in the workforce.
Rural Marketing & Bottom of Pyramid Markets
Rural markets are gaining importance in emerging economies. A large number of businesses are involved in the marketing of various products in the rural areas of India and elsewhere. The main objective of this programme is to develop a strong foundation of applied knowledge, concepts, approaches and analytical skills in the participants for successful marketing of products and services to rural consumers and users. The approach will involve case studies, hands-on learning, and real-world problem-solving exercises to assist students acquire the skills necessary for the profession
Gamification
Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts.
Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace.
Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course
Marketing Innovation
This course will make participants leverage marketing concepts to influence the outcomes of new products and innovations and will help students understand the basics of innovation, types of innovation, diffusion of innovation and barriers to Innovation. They will also learn about how to evaluate market attractiveness, think about the design and management of distribution channels and understand pricing architectures to market innovation and innovative products. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity. The course will enable the students to analyse and understand the disruptions in innovations and technology and strategic implications for companies and consumers. Case studies, hands-on learning, and real-world problem-solving exercises will be included in the pedagogy to assist students obtain the skills needed for employment.
Sustainability & Green Marketing
For every new business and every manager, it is imperative in current times to know and understand the importance of Sustainability and Green marketing. For every marketing professional, environmental issues provide an opportunity for new product ideas through green marketing effort as well as it's an opportunity to strengthen customer relationship. Consumer surveys across the globe have shown an increase in awareness and concern about environmental issues. This course is inclined towards looking at these issues from a marketing perspective and not from environmental studies aspect. This course shall be beneficial to all those students who are also looking for new and innovative marketing practices. The approach will involve case studies, hands-on learning, and real-world problem-solving exercises to assist students acquire the skills necessary for the profession.
Entertainment, Media and Sports Marketing
The course will provide a fundamental understanding of the characteristics and marketing strategies related to the global industries of entertainment, media and sports. The growth in these industries have been fueled by their ability to innovate through cross-country and cross-industry expansion. Nowhere has the impact of digital technology been felt more keenly than in the entertainment, media and sports world, where it has dramatically changed how products are developed and managed - and how talent connects with audiences. In this course the students will uncover new approaches for driving revenue and success in today's entertainment, media and sports environment. Through an up-close examination of why some creative business thrive while others fail to survive, the students will learn when to make smaller versus blokbuster bets, the best way to capitalize on market disruptions, and how to establish long-term competitive advantage. Emphasizing the obstacles facing sports & entertainment industry decision-makers, this course will help students develop and execute more effective marketing strategies. Students will debate and analyze the business and technology trends that are redefining the industry - from the viewpoints of the content producer, content reseller/aggregator, talent manager, and consumer - as the student learns how to launch and manage creative products and portfolios more strategically. Case studies, hands-on learning, and real-world problem-solving exercises will be included in the pedagogy to assist students obtain the skills needed for employment.
29 MINOR COURSES
| Introduction to Operations Research | Product & Brand Management | Luxury Branding and Merchandising |
| Introduction to Finance and Accounting | Enterprise Risk Management | Special Topics in Marketing Management |
| Consumer & Markets | Sales and Distribution Management | B2B Marketing |
| Introduction to People Management | Marketing Research and Consumer Insights | Rural Marketing & Bottom of Pyramid Markets |
| Introduction to Entrepreneurship & Family Business | Services Marketing | Special Topics in Marketing Management |
| Introduction to Spreadsheet Modeling | Special Topics in Marketing Management | Gamification |
| Introduction to Quantitative Methods | Integrated Marketing Communication | Marketing Innovation |
| Managerial Economics | Retail Management | Special Topics in Marketing Management |
| Marketing Management | Consumer Demand Analytics with Big Data | Sustainability & Green Marketing |
| Consumer Behaviour | New Product Development | Entertainment, media and sports marketing |
Introduction to Operations Research
The course exposes students to fundamental optimization procedures and techniques to attain skills at structuring business problems and modelling them as a mathematical program, Microsoft Excel to solve such models, interpret solutions and use the solutions to answer the business problem. The focus of this course will be on applications of quantitative methods in modelling business situations.
Introduction to Finance and Accounting
The course is aimed at baptising the students to the vocabularies of accounting theories and practices. Beginning with the accounting concepts, introducing the basic tenets in maintaining the books of accounts, the course finally culminates into the preparation of the financial statements like Income statement, Balance Sheet as well as the Cash flow statement. It also covers the Bank reconciliation statement and Bills of Exchange
Consumer & Markets
This course provides a conceptual framework to the students to understand the various dimensions of marketing as a discipline. It focuses on exploring various aspects of marketing, markets, consumers, their shopping behaviour and motivations. It gives broad understanding of the exciting world of Shop, Shopping and Shopper.
Introduction to People Management
The course familiarizes students with the history and functions of management. It gives an overview of the various functions of human resource management and the concepts of organizational behaviour. It prepares students to go deeper into the area of people management equipping them with the basic background knowledge.
Introduction to Entrepreneurship & Family Business
This course introduces students to entrepreneurship and family businesses. It provides an overview on how they come into being, their perspective on the ecosystem, their mindset and how they manage their enterprises.
Introduction to Spreadsheet Modeling
This course deals with the use of the Spreadsheet to solve managerial problems. It merely highlights the use of Microsoft Excel as an aid in formulating business problems and invoking appropriate functions to resolve them.
Introduction to Quantitative Methods
This course is designed to give undergraduate students an introduction to decison making. The use of quantitative techniques is increasingly being adopted in all areas of human endeavour. The need to collect, analyze and interpret mathematical output is increasingly being appreciated for arriving at conclusions or in strategic decision making. This course will deal with fundamental concepts required to model, analyse and solve quantitative problems arising in any discipline. A student undertaking this course can have little to no formal introduction to mathematics and statistics at the higher secondary level.
Managerial Economics
This course provides a foundation of economic theories and models for use in managerial decision-making. The course provides students with an overview of theories of demand, supply, production and competition and equips them with the tools and techniques to make effective economic decisions under different business environments.
Marketing Management
This course provides a conceptual framework to the students to understand the function of marketing in an organization. The course helps students to apply the marketing concepts and theories to solve case studies and projects. The course makes them vigilant of the marketing happenings in the real world and therefore importance of creating effective marketing strategies.
Consumer Behaviour
This course is designed to give students an understanding of consumer behaviour for the purpose of developing effective marketing strategy. The range of topics to be covered will include: theories of consumer behaviour involving concepts such as perception, motivation, attitude formation and change, personality, values, learning, and cultural aspects that influence the decision-making process. This course will therefore help in understanding the consumer better.
Product & Brand Management
There is a constant need in the markets for products or related apps. Consumers or Marketers are both working on different ideas and concepts. However, an idea is incomplete withot taking it forward to a product and then to a brand. As the success rate of products launched in the market is less than 8 %, it becomes imperative to marketing and product managers to understand the process behind develoving products and brands and how to do strategic management across the life cycle. This course helps understand the role of a Product Manager from marketing perspective and various other related aspects of decision making in product development. Product and Brand Management, thus proves to be an important and basic course for all those students who are seeking a carrer in product, marketing , brand, retail, sales and also product design or user interface design.
The students will be able to understand the difference between product and brand. Due to increased focus on building and maintaining brand equity, marketers require to understand the complex relationship between products and brands and to develop brand strategies. The course includes the relationship between products and brands; the history of brands; Brand audits and brand architecture decisions; brand selection, naming and design; brand performance measurement; creating, maintaining and measuring brand equity.
Enterprise Risk Management
Risk management has traditionally been associated with financial institutions, banking, and insurance businesses. In today's business world, whether large or small, risk management is a crucial success factor. Enterprise risk management encompasses risk-based decision making in its essence. The increased likelihood of a startup's survival and the development of a resource-efficient growth model can be ascribed to risk-based decision making. This course's objectives are to increase participants' risk awareness and instil a culture of risk management. In this comprehensive course, students will gain an in-depth understanding of enterprise risk management (ERM).
Sales and Distribution Management
The course will offer students learning on real-life and theoretical principles and strategies of company Sales and Salesmanship, and Distribution Channels at the marketplace. It will deal with as well as give the learner actionable challenges and opportunities of the sales function, in the context of Indian companies and products/brands, from a practical and result oriented standpoint.
The course will attempt to give students intimate insights into actual situations and cases, enabling them to systematically understand and improve their selling skills and knowledge in practical and functional areas of the actual business situations. It will help them in problem diagnosis and taking decisions in light of the various facts and facets of situations and cases.
Marketing Research and Consumer Insights
Marketing research is an element within the field of marketing information. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generte, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collectoin process; analyses the results; and communiates the findings and their implications. Qualitative research characterized by its aims, which relate to understanding some aspect of social life, and its methods generate words rather than numbers. It is applied in situations where little is known and helps in understanding social phenomena in natural settings, giving due emphasis to the meanings, experiences, and views of the participants.
Services Marketing
The contribution of services to the Indian economy is more than 55%. This makes services the largest contributor to the GDP of the country and its importance is only growing by the day. This course is designed to give students of marketing focus on knowledge needed to implement service strategies for competitive advantage across industries.
Integrated Marketing Communication
Integrated Marketing Communication (IMC) is a concept of integrating activities of marketing, selling, advertising, sales promotion, and other forms of Communication activities at the marketplace, to build and maintain brand value and brand equity for products and services. The Course is expected to offer an overall perspective of Marketing Communications and Promotion -- theory and practice - with activities including advertising, public relations, sales promotion, events, personal selling, direct marketing, and on-line promotion for overall effectiveness and success of the brand and the marketing company.
Retail Management
Retailing is a foundational business of any economy. It is the engine through which goods and services are transacted at the marketplace. Retailing is emerging as a significant sector of Indian economy and is expected to continue its growth trajectory. As such, understanding of Retail and the various elements of a retail business is of great importance to a business student. The course thus focuses on the retail industry: both physical and online
and it’s impact on the whole value chain. It is a highly experiential course which will be delivered through lectures, various field based assignments, case studies, simulations and presentations.
Consumer Demand Analytics with Big Data
Demand forecasting is the process of using predictive analysis of historical data to estimate and predict customers’ future demand for a product or service. Demand forecasting helps the business make better-informed supply decisions that estimate the total sales and revenue for a future period of time.
Through demand forecasting, businesses can optimize inventory by predicting future sales from analyzing historical sales data to make informed business decisions about everything from inventory planning and warehousing needs to running flash sales and meeting customer expectations. The course focusses on Use of data analytics to predict demand with trend (as in new product introduction), seasonality, price elasticity and other environmental factors. Demand analytics will also help Identify the key drivers for demand and quantify their impact.
It will help build, validate and improve forecasting models with both continuous and categorical variables.
New Product Development
New Product Development is an advanced course for students who wish to develop professional carrier in Product Management. This ocurse will focus on further use of market research and analysis. NPD is a combination of good business and marketing strategic decisions other then engineering excellence in the form of inventions. This course focuses on innovation aspects of business and marketing processes to help students better understand role of new products in the growth and development of firms. NPD processes include working in cross functional teams and also encompasses use of research tools to arrive on correct decisions at different stages of new product launch. This course aims at providing the historical and new age perspectives on reasons behind success and failure of new products as well.
Luxury Branding and Merchandising
Luxury brands have often been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. These product attributes give the consumers the satisfaction of not only owning expensive items but the extra-added psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group of only a select few, who can afford these pricey items. The course will offer students learning on real-life and theoretical principles and strategies of conceptulising, understanding, developing, creating, selling , distributing Luxury Products and Services in the category of Luxury Brands.at the marketplace. It will deal with as well as give the learner actionable challenges and opportunities of the luxury branding positioning and sales function, in the context of Indian/ Global companies and products/brands, from a practical and result oriented standpoint.
The course will attempt to give students intimate insights into actual situations and cases, enabling them to systematically understand and improve their selling skills and knowledge in practical and functional areas of Luxury Brand Building and selling. It will help them in problem diagnosis and taking decisions in light of the various facts and facets of situations and cases.
B2B Marketing
B2B Marketing is the process of understanding, creating and delivering customer value, thereby building and sustaining profitable relationships with targeted business markets and customers. Business markets are significantly larger than consumer markets and they offer a variety of career opportunities especially to marketing professionals. Further, a close understanding of business markets / customers is essential for strategic planning and hence is a requirement for top management executives / aspirants in a business marketing firm. Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently and it's time we marketed to them differently. B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive. This Course aims to develop a distinctive understanding of Business-to-Business Marketing among students in the field of Marketing Management. This course will aim to ensure the students appreciate the differences in the expectations of a business customers vis a vis end consumers.
The course will enable the students to evaluate customer value propositions in business markets and will also enable the students to apply the same concepts while evaluating and analyzing the business customer segments and strategies for marketing communications The pedagogy will include case-studies, hands-on learning, and real-world problem-solving activities that helps in equipping the student with the skills required in the workforce.
Rural Marketing & Bottom of Pyramid Markets
Rural markets are gaining importance in emerging economies. A large number of businesses are involved in the marketing of various products in the rural areas of India and elsewhere. The main objective of this programme is to develop a strong foundation of applied knowledge, concepts, approaches and analytical skills in the participants for successful marketing of products and services to rural consumers and users. The approach will involve case studies, hands-on learning, and real-world problem-solving exercises to assist students acquire the skills necessary for the profession
Gamification
Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts.
Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace.
Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course
Marketing Innovation
This course will make participants leverage marketing concepts to influence the outcomes of new products and innovations and will help students understand the basics of innovation, types of innovation, diffusion of innovation and barriers to Innovation. They will also learn about how to evaluate market attractiveness, think about the design and management of distribution channels and understand pricing architectures to market innovation and innovative products. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity. The course will enable the students to analyse and understand the disruptions in innovations and technology and strategic implications for companies and consumers. Case studies, hands-on learning, and real-world problem-solving exercises will be included in the pedagogy to assist students obtain the skills needed for employment.
Sustainability & Green Marketing
For every new business and every manager, it is imperative in current times to know and understand the importance of Sustainability and Green marketing. For every marketing professional, environmental issues provide an opportunity for new product ideas through green marketing effort as well as it's an opportunity to strengthen customer relationship. Consumer surveys across the globe have shown an increase in awareness and concern about environmental issues. This course is inclined towards looking at these issues from a marketing perspective and not from environmental studies aspect. This course shall be benefial to all those students who are also looking for new and innovative marketing practices. The approach will involve case studies, hands-on learning, and real-world problem-solving exercises to assist students acquire the skills necessary for the profession.
Entertainment, Media and Sports Marketing
The course will provide a fundamental understanding of the characteristics and marketing strategies related to the global industries of entertainment, media and sports. The growth in these industries have been fueled by their ability to innovate through cross-country and cross-industry expansion. Nowhere has the impact of digital technology been felt more keenly than in the entertainment, media and sports world, where it has dramatically changed how products are developed and managed - and how talent connects with audiences. In this course the students will uncover new approaches for driving revenue and success in today's entertainment, media and sports environment. Through an up-close examination of why some creative business thrive while others fail to survive, the students will learn when to make smaller versus blokbuster bets, the best way to capitalize on market disruptions, and how to establish long-term competitive advantage. Emphasizing the obstacles facing sports & entertainment industry decision-makers, this course will help students develop and execute more effective marketing strategies. Students will debate and analyze the business and technology trends that are redefining the industry - from the viewpoints of the content producer, content reseller/aggregator, talent manager, and consumer - as the student learns how to launch and manage creative products and portfolios more strategically. Case studies, hands-on learning, and real-world problem-solving exercises will be included in the pedagogy to assist students obtain the skills needed for employment.