Product Marketing Strategy
Offered By: Indian Institute of Management Bangalore via edX
Course Description
Overview
The Product Marketing Strategy Program is designed to provide participants with a comprehensive understanding of the key concepts, frameworks, and techniques involved in developing effective marketing strategies for products. In today's highly competitive business landscape, a strong product marketing strategy is essential for the success and growth of any organization.
Throughout this program, participants will explore various aspects of product marketing, including market research, product positioning, competitive analysis, pricing strategies, promotional tactics, and go-to-market strategies. By gaining a deep understanding of these fundamental principles and best practices, participants will be equipped with the knowledge and skills needed to create and execute successful product marketing campaigns.
Syllabus
Course 1: New Product Development
Learn how to deal with the central challenges and the processes, tools and techniques that are involved in the design and development of new products that can potentially be successful in an evolving marketplace
Course 2: Marketing Management
Learn how to effectively apply marketing management theories and practices, including the marketing mix, through real-world business scenarios.
Course 3: Consumer Behaviour
The course will introduce the learner to behavioral perspectives in marketing that will provide a conceptual perspective to any participant working in retailing /advertising /brand management / sales management/ marketing research (appreciation of consumer behavior only and not marketing research tools)/ marketing strategy/ digital marketing in areas of consumer fast moving goods/ durable goods/services .
Courses
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An effective process for conceiving, developing and launching new products or services is critical to becoming competitive in most industries. This course includes key concepts like new product development strategy, types of product development strategies and steps.
This course involves
(a) Organizational integration of the work of functional specialists, industrial designers, and other key participants within the firm.
(b) Reducing the time-to-market while meeting cost and quality targets.
(c) Managing cross-functional projects and inherent technological risks while keeping a focus on changing customer requirements.
These challenges are examined in relation to the business level strategy of the firm, its competitive challenges, the technology life cycle and the product life cycle. We will also focus on the potential for firms to build markets and create demand for new products.
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This online course will introduce the learner to behavioral perspectives in marketing, providing a conceptual perspective to any participant working in marketing/ retailing /advertising /brand management / sales management / marketing research or in areas of consumer fast moving goods /durable goods/services. Rich with digital marketing examples and a designated chapter on digital interface as applicable to consumer behavior concepts, the course shall provide insights into the theoretical aspects as well as the practical application of Consumer Behaviour.
The first module provides an introduction to consumer behavior ,its linkages with marketing, the environment and the organization . Besides it also introduces the viewer to brand differentiation and lifestyles . The impact of digitalization on consumer behavior is also covered . The second module introduces the viewer to the concepts of marketing mix, segmentation and positioning and their linkages to consumer with various examples . In this week, the students will learn the process of Segmentation and Brand Positioning, various Marketing Mix elements along with thh concepts of Targeting and Positioning. The third module on Consumer decision making delves into the need and want aspect of consumers.
In the subsequent modules, the leaners will learn in depth about how consumers form perceptions about a brand, learn about a brand and develop associations with it. The final module covers application of consumer behavior concepts to marketing realities, enabling the participant to appreciate the practical utility of a subjective field like Consumer Behaviour. The module also features two interviews with industry experts on their perspectives on the utility of Consumer Behaviour.
Taught by
Ashis Mishra, Ganesh N Prabhu and S Ramesh Kumar
Tags
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