The focus of the strategy and business development program is three-fold:
Corporate strategy, business unit strategy, corporate center process management, customer solutions and marketing, and supply chain
mergers and acquisitions, integration program management, joint ventures and alliances, new business development
Talent development, disseminating strategic thinking and business development skills, and innovation
1. Introduction to the Marketing Concepts
Need / Want I Market / Transaction / Exchange / 4Ps / Competition / Product vs. Service / Quality / Segment /Marketing System / Business / Profits.
Definition of marketing based on the above concepts Difference between marketing and Selling
Marketing Management Philosophies
Parts of product (core / actual/augmented) Product classification.
Branding and its importance
Levels of brand familiarity
Packaging and its importance
Parts of packaging
Product life cycle
New product development .process
Pricing and its importance in marketing Internal and external factors affecting pricing Basic price setting approaches
International and export pricing
Price adjustment techniques
Distribution system defined
Why distribution is important?
Channel’s management and dynamics Vertical vs horizontal distribution system
Promotion and its objective
Promotional-Mix: Advertising, Publicity, Sales promotion activities, Personal selling and public relations
6. Market segmentation, positioning, targeting
7. International marketing
How is international market different?
Ways to enter into international market
Concepts of product standardization ‘and adaptation