Sales & Marketing

Understanding Markets

An informative introduction to marketing, this course provides a basic understanding of marketing structures and techniques including fundamentals of supply and demand and using planning and forecasting techniques. The course covers the concepts of economies of scale and the laws of returns to scale and their effect on production decisions. It also examines the implications of the market structure and competition to marketing decisions and seeks to develop the student's understanding of how the firm can benefit by creating and delivering value to its customers and stakeholders. The course uses lectures from marketing experts, case discussions, case write-ups and student presentations to achieve these objectives.


Student Learning Outcomes

On successful completion of the course, students will be able to :

  • Analyze markets and understand customer needs
  • Measure customer demand for a product or service
  • Understand the theory of demand and demand forecasting techniques and utilize them to analyze and forecast demand
  • Use economies of scale and laws of returns to scale to maximize returns.
  • Study the competition and utilize inferences to come up with production and pricing decisions

Activities

  • Students will perform a market survey of a specific product or service with the goal of determining the demand, the target market and an analysis of the current competition . They will document the process followed and the data collected in the form of a marketing report and present their findings

Contributors

  • Marketing Executives
  • Product Managers

Marketing Practices

Building upon the introductory course Understanding Markets, this course will focus on selection of businesses and segments to compete in, allocating resources across businesses, elements of the marketing mix and other significant strategic issues facing today's managers in a dynamic competitive environment. Consumer behavior concepts are related to the various dimensions of market segmentation and marketing strategy. Students will learn about the role and importance of promotion, advertising, branding and distribution in marketing.


Student Learning Outcomes

On successful completion of the course, students will be able to :

  • Apply analytical methods to segment the global marketplace and position a product or service appropriately
  • Make decisions on pricing for stronger competitive positioning in the global market place
  • Apply branding techniques to create, develop and position a brand
  • Establish optimal distribution channels for effective distribution in the host market
  • Develop appropriate advertising and sales promotion strategies including online marketing for maximum reach in the global market
  • Identify target markets and market entry methods to introduce new products

Activities

  • Case illustrations that focus on segmentation strategies, product positioning and advertising appeals

Contributors

  • Managers of Advertising Companies
  • Marketing Consultants
  • Marketing Officers

Customer Relationship Management

This course will enable students to learn the basics of Customer Relationship Management (CRM). It covers the complete lifecycle of CRM including
establishing relationships with new customers, developing customers, account management and customer
retention . The various types of relationship marketing, CRM strategy, sales force automation, enterprise marketing management, benchmark and metric and vendor selection are covered as well. Apart from this students will learn how to leverage databases, data warehouse and data mining in marketing and customer relationship management..


Student Learning Outcomes

On successful completion of the course, students will be able to :

  • Establish and develop relationships with new customers
  • Develop a clear understanding of the CRM lifecycle and utilize it to develop and retain customers
  • Build a database for Relationship Marketing
  • Develop Sales Force Automation for an organization
  • Leverage data from databases, data warehouse and data mining to do targeted marketing
  • Aware of the various solutions available for CRM and evaluate and choose the appropriate system for the business

Activities

  • Identify an organization and spell out a strategy for sales for automation or suggest improvements in the existing strategy
  • Visit a big corporate entity and talk to marketing head to understand their marketing strategy and how they do it

Contributors

  • Account Managers
  • Customer Service Managers