Marketing Systems Analysis
This course is designed to provide an adequate overview of the field of Marketing from a managerial standpoint, along with the fundamental concepts which will be systematically presented and related to their real life applications. Examples, cases and caselets will be liberally used to highlight the most relevant issues.
The basic objective is to help executives and managers develop relevant marketing skills and philosophies and to examine the trends and applicable techniques in the area of marketing management. This course should enhance a better understanding of marketing problems, the setting in which marketing decisions are made, the tools available to facilitate these decisions, and the impact of the decisions for the firm and the “larger marketplace.”
The primary mode of teaching will be lecture sessions interspersed with case discussions and real life examples with practical applications. A healthy discussion-cum-dialogue is not only welcome - but is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.
Topics Covered
This course is designed to provide an adequate overview of the field of Marketing from a managerial standpoint, along with the fundamental concepts which will be systematically presented and related to their real life applications. Examples, cases and caselets will be liberally used to highlight the most relevant issues.
The basic objective is to help executives and managers develop relevant marketing skills and philosophies and to examine the trends and applicable techniques in the area of marketing management. This course should enhance a better understanding of marketing problems, the setting in which marketing decisions are made, the tools available to facilitate these decisions, and the impact of the decisions for the firm and the “larger marketplace.”
The primary mode of teaching will be lecture sessions interspersed with case discussions and real life examples with practical applications. A healthy discussion-cum-dialogue is not only welcome - but is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.
Topics Covered
- Introduction
The Marketing Function
The Scope of Marketing
Fundamental Marketing Concepts
A Simple Marketing System
Marketing Mix and the Customer
Factors Influencing Marketing Strategy - Strategic Planning
SWOT Analysis
Boston Consulting Group Portfolio Analysis
GE Multifactor Matrix - Strategic Planning
SWOT Analysis
Boston Consulting Group Portfolio Analysis
GE Multifactor Matrix - Market Segmentation, Targeting & Positioning
Bases for Segmenting Markets
Criteria for Effective Segmentation
The Challenges of Positioning using POPs and PODs
Perceptual Mapping - Conducting Marketing Research
Challenges of Marketing Research
The Marketing Research Process
Market Research Plan and Research Approaches
Research Instruments - Consumer Behavior & Buying Decision Process
Major Influencers of Consumer Behavior
Model of Consumer Behavior: The Five-Stage Model
Types of Consumer Buying Decisions and Consumer Problem Solving
Compensatory and Non-Compensatory Models of Attitude Formation - Product Development and Product Management
Product Classifications
New-Product Development Decision Process
Product Life Cycle
Conjoint Analysis
Genericide - Developing Pricing Strategies & Programs
Consumer Psychology of Pricing
Reference Pricing
Steps in Price Setting
Price Elasticity
Selecting a Pricing Method
Price Adaptation Strategies
Promotional Pricing Tactics
Product-Mix Pricing - Distribution and Retailing
Channels and Channel Decisions
Channel Member Functions
Designing a Marketing Channel System
Major Retailer Types
Retail Management Decisions
The Retailing Mix
Shifting Trends in Retailing - Integrated Marketing Communications
Elements of the Communications Mix
Advertising
Sales Promotion
Steps in Developing Effective Communications
Creative Strategy
Message Source
5 M’s of Advertising
Sales Promotion Tools