Art and Science of Marketing: From Basics to Breakthroughs

via Swayam

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ABOUT THE COURSE:Introducing "Art and Science of Marketing: From Basics to Breakthroughs" a complete 12- week course created specifically for SWAYAM. By combining fundamental ideas with innovative techniques, this course is designed to disentangle the complex dynamics of contemporary marketing and give students the skills and knowledge they need to manage their marketing effectively. The fundamentals of marketing strategies, consumer behaviour, digital marketing, branding, and much more will be covered in this course, regardless of whether you are a student interested in marketing, a business owner, or a nascent marketer. Through the examination of practical applications and interactive materials, participants will acquire a comprehensive comprehension of how successful marketing strategies can be created and applied to promote innovation and company success. Join us as we transform theoretical understanding into effective marketing skills and get ready to make significant choices in a market that is changing quickly.INTENDED AUDIENCE: Students of MBA, BBA, M.Com, B.Com., any other discipline students under NEP 2020, who want to learn marketing as a Multi-disciplinary course, and budding marketer.INDUSTRY SUPPORT: Students can leverage the learnings of the courses to develop their career in sales and marketing stream of all types of organization.

Syllabus

Week 1: Defining Marketing for the 21st CenturyLecture 1: Evolution of Marketing: From Traditional to DigitalLecture 2: Characteristics of Modern Marketing (Customer-Centric, Experience-Driven)Lecture 3: Impact of Technology and Globalization on MarketingLecture 4: The Shift from Transactional to Relationship MarketingLecture 5: The Holistic Marketing Concept

Week 2: Fundamental Concepts of Marketing – Art and Science of MarketingLecture 1: What is Marketing? (Definitions and Core Functions)Lecture 2: Demand Stages and Scope of MarketingLecture 3: Marketing Mix ElementsLecture 4: Marketing as an Art and a ScienceLecture 5: Marketing Art and Science Interplay in Strategy Building with Practical Examples: Analyzing Iconic Marketing Campaigns

Week 3: Understanding Marketing Environment, MIS, Planning & Competitor AnalysisLecture 1: Components of Marketing Environment (Micro and Macro)Lecture 2: Role and Components of Marketing Information Systems (MIS)Lecture 3: Basics of Marketing Planning – Process and ImportanceLecture 4: Tools for Competitor Analysis (Porter’s Five Forces, Value Chain, BCG Matrix, Benchmark etc)Lecture 5: Case Study: How Companies React to Environmental Changes

Week 4: Segmentation, Targeting, and Positioning Strategy (STP Strategy)Lecture 1: Meaning and Importance of SegmentationLecture 2: Bases for Segmentation (Demographic, Psychographic, etc.)Lecture 3: Targeting Strategies: Undifferentiated, Differentiated, NicheLecture 4: Understanding Positioning and RepositioningLecture 5: STP Model Application: Real-World Examples (e.g., Dove, Nike)

Week 5: Understanding Buying Behaviour and Delivering Customer ValueLecture 1: Understanding Buying BehaviourLecture 2: Defining Customer Value, Customer Satisfaction and Customer Service QualityLecture 3: Building and Measuring Customer LoyaltyLecture 4: Relationship Marketing and Lifetime Value of a CustomerLecture 5: Strategies for Enhancing Customer Relationships

Week 6: Crafting Brand Positioning and EquityLecture 1: What is Branding?Lecture 2: Branding DecisionsLecture 3: Building and Managing Brand EquityLecture 4: Brand Equity Models and Brand Value ChainLecture 5: Case Study: How Brands Build Strong Equity (e.g., Apple, Starbucks)

Week 7: Setting Product StrategyLecture 1: Product Mix Decisions and Product Line ManagementLecture 2: New Product Development (Stages and Strategies)Lecture 3: Packaging and Labelling StrategiesLecture 4: Managing Products through the Product Life Cycle (PLC)Lecture 5: Successful and Failed Product Launches: Lessons Learned

Week 8: Formulating Pricing StrategyLecture 1: Factors Affecting Pricing DecisionsLecture 2: Pricing ProcessLecture 3: Pricing TechniquesLecture 4: Adapting the PriceLecture 5: Pricing Case Studies
Week 9: Designing and Managing Value Networks and ChannelsLecture 1: Role of Distribution Channels in Value DeliveryLecture 2: Types of Marketing ChannelsLecture 3: Channel Design and Management DecisionsLecture 4: Marketing LogisticsLecture 5: Channel Conflict and Resolution Strategies with Emerging Trends: E-commerce, D2C Models, Omni-channel

Week 10: Devising Integrated Marketing Communication Strategies (IMC)Lecture 1: Understanding IMC and Its Importance ; Designing Effective Communication CampaignsLecture 2: Components of IMC: AdvertisingLecture 3: Components of IMC: Sales Promotion, Public Relations and PublicityLecture 4: Components of IMC: Personal Selling and Direct MarketingLecture 5: Digital Marketing Channels: Email, SEO, Social Media & IMC Case Study

Week 11: Marketing Organizations and ControlLecture 1: Designing Effective Marketing OrganizationsLecture 2: Organizing the Marketing DepartmentLecture 3: Evaluation and Control in MarketingLecture 4: Marketing Metrics and KPIs (Key Performance Indicators)Lecture 5: Role of Technology in Marketing Control (Dashboards and Automation)

Week 12: Emerging Marketing PracticesLecture 1: Digital Transformation and MarketingLecture 2: AI, Machine Learning, and Predictive Analytics in MarketingLecture 3: Ethical Marketing, Sustainable Marketing, Green Marketing, and Cause MarketingLecture 4: Hyper Personalization, Experiential and Sensory MarketingLecture 5: Future Skills for Marketing Professionals