Strategic Marketing by NPTELHRD

Course Abstract 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: Marketings 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