Who should attend
Executives who are already working in the Sales & Marketing functions who wish to deepen their understanding of marketing from a strategic perspective. • Individuals who wish to pursue a career in Sales & Marketing, • Executives from other disciplines (HR, Finance, Operations, etc.) who would like to develop a better understanding for Marketing and how it contributes to the performance of the firm.
About the course
Marketing involves a complex web of activity aimed at creating and delivering superior value to customers. How well a firm’s custodians manage this complex web of activity has a very strong bearing on the success of the firm. To be able to navigate this complexity requires a deep understanding of theoretical concepts of marketing strategy and how these apply to the real-world problem that presents itself. Most successful managers are able to do so only after considerable experience gained over time from having engaged with varied situations. In a fast-paced world where managers are expected to learn and deliver at an increasing rate, getting a headstart would be immensely helpful. This programme bridges this gap by providing an understanding of key theoretical concepts of Marketing, and providing tools to hone skills so that participants learn how to apply key concepts to real-world scenarios. The programme uses the world’s leading marketing simulation to provide for simulated decision making using key variables to help participants learn invaluable lessons in strategic marketing and help demonstrate how theoretical concepts of Marketing manifest in real-life scenarios. The fun of learning through intense competition in a world-class simulation is an added plus.
• Use the “first principles” of marketing strategy to solve business problems, • Understand fundamental frameworks, processes, and analysis tools of marketing strategy, and be able to readily apply these concepts when presented with a marketing problem, • To learn to connect key marketing strategy concepts with brand and firm perspectives, experience effects, product/market portfolios, market segmentation and product positioning, barriers to entry and competitive advantage, • Hone the skill of generating and analysing alternative strategies, and implement selected strategy using the levers of the marketing mix, • To learn to apply key marketing strategy concepts such as Segmentation, Targeting and Positioning, through data-based decision making, • Understand the effect of individual decision variables and the effect of their interaction on brand level outcomes and firm profitability in both the short and the long term, • Get a close appreciation of the role and value of allocation of marketing resources over time, marketing planning, contingency plans and control of marketing activities using a hands-on and immersive simulated experience of a competitive environment.
• The Strategic Marketing Process • Segmentation and Targeting strategy • Positioning strategy • Marketing Mix strategy • Marketing and Firm performance
Prof. Suren Sista is a member of the faculty of Marketing at the Indian Institute of Management Calcutta. He is a Fellow of the Indian Institute of Management Bangalore and holds a Post-Graduate in Marketing Communications from Mudra Institute of Communications Ahmedabad. He was the Dr. D C Pavat...
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.