Strategic Marketing

Strategic Marketing

This course is designed to develop skills in formulating and implementing marketing strategies for brands and businesses. Marketing strategies for various kinds of markets such as growth, mature and declining markets will be discussed. The course will emphasize the role and implications of strategic marketing decisions taken by a firm in the long-term growth of the business. Students will get exposure to the latest analytic tools and their use in making optimal use of marketing research information to reduce uncertainty in product design and positioning.

Student Learning Outcomes

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

  • Make tactical and strategic business decisions based on the proper interpretation of marketing research results
  • Develop a marketing plan taking into account the nature of the product or service and the type of market it would be introduced in – growth market, mature market or declining market
  • Utilize data from environment analysis, competitive analysis and consumer behavior trends when formulating long term and strategic marketing plans
  • Choose the appropriate mode of marketing – direct, network and affiliate marketing
  • Leverage latest communication and technology tools including social marketing to gain competitive advantage in the marketplace

Activities

  • Students will do a group project where they will form teams that oversee design and marketing of new products, advertising, budgeting, sales force sizing and allocation, and production planning. Each group will be required to submit a report of their results and present their work to a team of marketing experts.

Contributors

  • Marketing Officers
  • Senior Marketing Analysts

Market Intelligence

The objective of the course is to provide a wide exposure to marketing research methods. The course is aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope and direction of research activities. Techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results are covered. Students will recognize the role of systematic information gathering in market analysis. They will develop the ability to utilize techniques that will transform mere data in to information, which is useful in making marketing decisions.

Student Learning Outcomes

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

  • Describe what marketing research is, what kinds of information it can provide, and how it is used by marketing management
  • Identify the right sample and choose the appropriate data collections method for a specific market analysis
  • Demonstrate proficiency in using latest tools to analyze data obtained through marketing research
  • Write a marketing research report and make an oral presentation of the research results to back up the managerial decisions made based on such data

Activities

  • Students will go through an exercise of data collection and analysis for a specific product or service and arrive at marketing conclusions based on the results

Contributors

  • Market Analysts
  • C-Level Executives

Entrepreneurial Leadership

The course will create an understanding of the challenges and opportunities that are created in today' s busines s environment and the importance of entrepreneurial leadership in such environments. It examines and evaluates various leadership styles that are essential for business improvement. The objective of the course is to enable the students to be effective leaders to influence others to work towards a common goal in a fast paced and rapidly changing business environment . Students are also exposed to using these techniques in conflict resolutions among diverse teams.

Student Learning Outcomes

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

  • Absorb uncertainty , shoulder responsibility and promote willingness among employees in an organization to achieve a common goal
  • Lead by example and motivate his or her team to identify opportunities to gain organizational advantage
  • Learn fast within an environment of ambiguity and change, effectively manage change and risk while providing clarity and coherence for those around him or her
  • Be a proactive leader and take responsibility for his or her actions
  • Resolve conflicts among team members and look for innovative ways to lead them to achieve organizational goals

Activities

  • Role Play (leadership training)

Contributors

  • Successful Entrepreneurs
  • Leadership Trainers
  • Consultants

Global Strategic Management

This course provides an overview of globalization and key challenges facing managers in a global context. Students get exposure to corporate responsibility, the need for global marketing , understanding the sources of competitive advantage, competitive dynamics and creating sustain able value for stakeholders. They will also learn about forming strategic alliances and partnerships and the risks associated with them. The course will provide students with the ability to design and implement a global strategy, manage a highly diverse organization, optimize finance in a complex and volatile economy, and build a strong leadership culture.

Student Learning Outcomes

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

  • Analyze the changing global business environment, understand the sources of competitive advantage and represent value proposition of the organization
  • Strategically position the firms offering in a global context with the goal of building sustainable value for the firm and its stake holders
  • Identify target markets to enter and develop a global marketing plan that includes global sourcing and locating global sourcing partners
  • Choose the right foreign firms to form strategic alliances and partnerships with, taking into account the strengths and synergy they bring to the table
  • Analyze mergers and acquisitions and leverage buy-outs and initial public offerings
  • Judge whether a firm's operating strategies are consistent with economic conditions

Activities

  • Students will analyze cases of organizations that have made a global impact by growing internationally. Specifically the alliances and partnership agreements entered into by these firms will be studied and students will be required to document their analysis and present their findings to the rest of the class

Contributors

  • Global Business Strategists

Managing Turnarounds

This course focuses on how to recognize, analyze and deal with the problems faced by organizations in distress. Various causes of corporate declines are analyzed and a framework is introduced that shows how to identify early warning signals to detect potential problems. The course then explores the various management issues that arise when a firm needs to start making radical changes to ensure its survival. It will build on knowledge gained in other courses on strategic management, corporate finance,strategic marketing and organizational behavior and takes students through basic and advanced turn around techniques and examines how to return to leadership. Students will get an overall view of how the eco system of turnarounds work and will consider how corporate distresses can be converted into opportunities.

Student Learning Outcomes

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

  • Recognize the need for organizational turnarounds early and rapidly appraise the situation
  • Develop a detailed analysis and recovery plan to execute turnarounds
  • Manage crisis and make quick decisions on taking emergency actions
  • Manage stake holder relations effectively during the turnaround process
  • Execute the plan to get through the distress with the goal of emerging as a stronger and better organization

Activities

  • Cases are assigned to teach how entrepreneurs and leaders of more mature companies have successfully and unsuccessfully dealt with serious problems
  • Lectures from successful CEO/MDs

Contributors

  • CEOs/MDs who have successfully turned around companies
  • Turnaround Management Consultants