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Management  Strategic Marketing - Contemporary Issues
Title: Strategic Marketing - Contemporary Issues
Department: Management
Author: Prof. Jayanta Chatterjee
University: IIT Kanpur
Type: WebLink
Abstract: The 21st Century is well on its way and over the last decade Marketing as a subject and as practice evolved continuously due to technological, sociological and other global game changing forces. This course will attempt to probe into these profound as well as currently peripheral but potentially significant changes from the perspective of certain base premises that possibly will never change.

This course will discuss marketing theories as well as a range of real life current and classical examples & cases to help participants improve their strategic marketing thinking and activation skills.

Course Contents:
Marketing as strategy:
Understanding new era organizations and the marketing environment today, the role of market orientation, technological advances, global marketing imperative, marketing ethics & social responsibility.

Market opportunity recognition and evaluation:
Internal analysis, External analysis, The marketing information system, Buyer behavior, Segmentation & targeting.

Broader Concerns today:
Stake holder Concerns & issues
Sustainable & Green marketing
New paradigms for Organizations & Consumers

Products, Services & Innovation:
Marketing’s role in new product/new service development
Managing across the life cycle
Marketing channels and the marketing ecosystems

Marketing Planning and Execution
Different approaches to planning for Marketing.
Forecasting & Scenario planning
Marketing mix & Resource allocation
Marketing communication – Multi channel integration
Pricing, Branding, Value driven Relationship

New Challenges
Marketing & the creative industries
Marketing & the new media
Marketing to the bottom of the pyramid
Frugal & grass root Marketing
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