Programme

PGP

Term

IV

Academic Year

2021-22

Course title

Strategic Marketing

Area

Marketing

Credits

1.25

Instructor(s)

Prof. Arindam Banerjee

Course Description & Objectives

Objectives:  Successful businesses are built on platforms of delivering customer value. This has become more or less a soothesaying, a cliched/hackneyed corporate mission statement. The challenge lies in being able to identify, design and deliver this ‘value’ better than the other competitors, through a process of strategic planning, judicious deployment of marketing and other internal resources and orchestration of a co-ordinated business model that simultaneously ensures sustained growth on various business health indicators. This process involves an unflinching pursuit of identifying the key consumer markets and their key drivers. Designing a customer delivered value is achieved through the deployment of marketing resources across various strategic functions like the marketing mix, R&D, new product development, brand extensions and so on, all on a temporal horizon.  This course purports to develop participants’ skill in formulating and (more importantly) implementing marketing strategy, in a competitive environment. This course will serve as a useful capstone for all marketing and strategy courses. This course will simulate a real business environment and have student groups compete as individual companies wherein they will have a chance to apply all their conceptual learnings in fundamental courses in marketing, consumer behaviour, operations, strategy and economics.

Pedagogy

This course will be predominantly based on a group simulation exercise. Rest of the class sessions will be a mixture of discussions of relevant research-papers and conceptual lectures.