The objectives of this course are to enable the participants develop a deep understanding of retail economics, shopper marketing, solution selling, total promotions, cross-selling, and channel partnering. The key topics covered also include retail environment, trends in and future of retailing, retail buying behavior, total promotions, and communicating the value proposition to channel partners.
Tag Archives: teaching
-
Branding Strategy
This course is designed to give you a good understanding of branding fundamentals, how to craft a successful branding strategy, and how to revitalize the brand to achieve business objectives. The focus will be on understanding and application of strategic branding concepts in the form of presentation and discussion of real-world examples. The module will emphasize the following key elements: 1. Strategic Analysis of Branding Issues: Issues of focal concern include analysis of customers, target audience, value proposition/positioning, brand equity, branding strategy, and brand revitalization; and 2. Branding Decision Making Process: This process enables executives and managers to systematically organize the relevant issues to make appropriate decisions on branding issues based on analysis of the market situation. The major emphasis of this process will be on application of the relevant branding analysis tools to the branding decisions.
-
Strategic Channel Management
The objectives of this course are to enable the participants better appreciate the importance of customer solutions and channel management, understand the essentials of customer solutions and channel management, and apply the concepts to real life cases. The key topics covered include: customer-centric mindset, customer value and needs, customer-centric strategy, customer solution and solution selling, customer segmentation, targeting, and value proposition to partner, channel design, channel development, channel monitoring and control, and channel relationship management.
-
Customer-Oriented Strategic Thinking
The objectives of this course are to enable the participants: (1) Better appreciate the importance of strategic (“out of the box”) thinking and customer-focused strategy; (2) Understand the essentials of strategy formulation and a proactive strategic orientation; (3) Apply a framework of customer-focused strategy formulation; (4) Understand best practices in customer affiliation and in attracting and retaining the right customers; and (5) Apply a framework for managing customer relationships. The key topics covered include: strategic mission and vision, aligning vision with strategy, planning for customer-based growth, formulating a customer-driven marketing strategy, understanding customer value and needs, customer segmentation, customer satisfaction and loyalty, profitable customer relationship management, and organizational change to customer orientation.
-
Customer Value Management
This course is designed to give you a good understanding of how marketers develop an understanding of customer value and use that understanding to make sound marketing decisions. The focus will be on understanding the basic concepts and application of marketing for customer value in the form of case analysis, discussion of real-world examples, and development and presentation of marketing strategies. The course will emphasize the following key elements: (1) Customer Analysis: Issues of focal concern include analysis of customer value, segmentation analysis, target market selection, and value proposition or product positioning, and customer satisfaction; and (2) Marketing Decision Making Process: This process enables the marketing manager to systematically organize the relevant issues to make appropriate marketing strategy decisions based on analysis of the market situation. The major emphasis of this process will be on application of the relevant marketing tools of analysis to the marketing decisions. Financial analysis of marketing decisions will be stressed.
-
International Marketing
This course is designed to give you a good understanding of how marketers evaluate, develop, and implement marketing strategies and programs in the international context, to meet with the needs of their customers while achieving their business objectives. It will enhance the skills you may have developed in earlier marketing course(s) by emphasizing their application in an international context. The course is designed for students who expect to undertake international marketing assignments, work for multinational corporations, or help smaller companies expand internationally. The focus will be on understanding of international marketing concepts and application of the concepts in the form of case analysis, discussion of real-world examples, and development and presentation of an international marketing plan. The course will emphasize the following key elements: 1. International Marketing Environment: The focal concern is the impact of external forces that shape marketing decisions, i.e., economic, cultural, legal, and political environments; 2. International Marketing Strategy: The important elements include international market evaluation, market entry, and market development strategies; and 3. International Marketing Mix: This section will cover analysis of the key elements of marketing mix such as product, price, place, and promotion to make appropriate decisions in the international context. The course will cover the different international regions such as Europe, East Asia, Southeast Asia, Latin America and North America. It will also cover a gamut of industries ranging from food to software. In addition, the students can pick an industry and international region of choice for their final project. The major emphasis of the course will be on application of the relevant marketing tools to international marketing decisions. Financial analysis of marketing decisions will be stressed.
-
Marketing Strategy
This course is designed to give you a good understanding of how marketers develop and implement marketing strategies to meet with the needs of their customers while achieving their business objectives. The focus will be on understanding the basic concepts and application of marketing strategy in the form of case analysis, discussion of real-world examples, and development and presentation of marketing strategies. The course will emphasize the following key elements: Strategic Analysis of Market Opportunities and Marketing Strategy and Marketing Decision Making Process. The major emphasis of this process will be on application of the relevant marketing tools of analysis to the marketing decisions. Financial analysis of marketing decisions will be stressed. The competencies developed include: market opportunity analysis, strategic marketing analysis, product analysis and pricing analysis.
-
Seminar in Marketing Models
The objectives of the course are to review the foundations, major contributions, and recent developments in marketing models, to develop the abilities to understand, formulate, and critique marketing models, and to enable the creation of a research proposal involving marketing models. This seminar will review the foundations, major contributions and recent developments in marketing models. The emphasis will be on foundations of modeling and the most recent developments in research using marketing models. We will examine commonly used models in marketing, as well as emerging ones, and discuss their principles and implications. This review and discussion will provide participants with new ways to think about modeling marketing phenomena. In addition, a principal purpose is to generate new ideas, new research topics, and new modeling applications for existing marketing problems. The seminar is meant to provide an overview of marketing models and will only cover selective research using marketing models. The seminar will facilitate their learning of methodologies. Participants are expected to fully get into the research rigor of modeling in the readings, assignments, and research proposals. Participants are also expected to attend presentations involving marketing models by visiting speakers and candidates and be prepared to discuss the presentation material in class. Occasionally, external speakers will make research presentations in the marketing department. If relevant, such presentations could be made part of this seminar and participants would be required to treat such presentations as one of the classes.
-
Marketing Management
This course is designed to give the student a good understanding of how marketers develop and implement marketing strategies and programs to meet with the needs of their customers, while achieving their business objectives. The focus is on understanding of the basic concepts and application of the concepts in the form of case analysis, discussion of real-world examples, decision-making using game simulations, and development and presentation of marketing solutions. The course emphasizes the following key elements: 1. Strategic Analysis of Market Opportunities: Issues of focal concern include analysis of company, industry, competitors and customers, segmentation analysis, target segment selection, and product positioning; 2. The Marketing Program/Mix: The important elements include the 4 P’s of marketing mix, viz., product, price, promotion, and place (channels of distribution): and 3. Marketing Decision Making Process: This process enables the marketing manager to systematically organize the relevant issues to make appropriate decisions on marketing strategies and programs based on analysis of the market situation. The major emphasis of this process is on application of the relevant marketing tools of analysis to the marketing decisions. Financial analysis of marketing decisions is stressed. The course also highlights special topics in marketing such as digital or online or interactive or direct or Internet marketing, services marketing and international marketing, which are weaved into the course in the form of cases and industry examples.