Programme

PGPX

Term

IV

Academic Year

2021-22

Course title

Strategic Marketing

Area

Marketing

Credits

1.00

Instructor(s)

Prof. Arindam Banerjee, Prof. Sourav Borah

Course Description & Objectives

Objectives: Successful businesses are built on platforms of delivering customer value. This has become more or less a soothesaying, a clichéd / 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 4Ps, 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 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 learning in fundamental courses in marketing, consumer behaviour, operations and strategy.

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. - Reference: Banerjee / Aaker / L& G (Program material)