Course

Module 1

Module 1: STP (10 hours)

• Refresh STP
• Secondary research based exercises on market estimation, sizing and S-T-P

Module 2

Module 2: Products and Price models (10 hours)

• Refresh The 4 P framework product decisions.
• Price Models
• Place decisions based on research
• Introduction to new economy business models, GTM, outbound & in bound sales methodology and templates, CLV etc
• Promotion mix design Introduction to CRM tools
• Introduction to SM tools

Module 3

Module 3: Marketing Management Tools (10 hours)

• Evaluation of strategic options in a practitioner’s toolkit and simulation

Course Description

In this core elective you will formally study a crucial tool for all business practitioners, and a necessary prelude to any successfully implemented marketing strategy – how to do a systematic search for potentially useful information, and how to use that information to create value. You will learn best practices in Marketing Research in this digital, data driven world in order to equip you to take better informed decisions in today’s competitive, demanding business environment. In addition to the in-class coverage of MR, there will be focused out of class workshops on Digital Marketing and BD. The orientation of the entire course is marketing practice oriented with an eye on both your foundational preparation for a career in Marketing/ MR, as well as equipping you to be better prepared for your Summer Internships.

Course Outcomes & Learning Levels

1. Be able to understand and evaluate the complexities of marketing in marketing decisions (Understand L2)
2. Be able to apply and evaluate frameworks and performance measures in Marketing Strategy (Apply L4, Evaluate L5)
3. Be able to analyze the various marketing mix decisions based on analytics (Analyze L4)

Evaluation Pattern 

*Based on assignments / Tests / Quizzes / Case Studies / Project / Term paper / Field visit report. 

Course Texts

1. Principles of Marketing, Kotler, Armstrong & Agnihotri, 17t Ed. Pearson.
2. Marketing Analytics – A Practical Guide to Real Marketing Science, Grigsby, Kogan Page.