Competitive Marketing Strategy [Batch 19]

Strategizing for marketing is a process, and requires an assessment of what is ‘required of the firm’ from the target market, what the organization ‘can do’, ‘cannot do’ and ‘can develop (also called freewheeling capability)’, and a deduction of what ‘development of marketing strategies is possible’ for the firm. Marketing strategies address the value creation principle, encompasses the 4P strategies as a part of the domain of decision making, and is driven by the obtainment and fructification of sustainable competitive advantages in the marketplace and involves establishing linkages between marketing strategy formulation and its execution, as well as recognizing the role of customer satisfaction and public image. Basic analytical skills to comprehend, analyze competition, and understand competitive dynamics , aid in improving the resilience of the firm’s marketing strategy in the competitive market and business environment. The programme attempts to put together such an exposure.

The programme objective is to layout the process of marketing strategy formulation that leads to or builds upon the obtainment of a customer value proposition, as well as align an organization’s marketing strategy with the changing target market’s wants, tastes, and preferences; market society and institutional environment; and the business and trade climate. Therefore, this programme encompasses both marketing strategy formulation and marketing strategy reformulation, that calls for market orientation and may call for market re-orientation

Marketing managers involved in strategic decision making for marketing in multinationals and domestic industry firms.