Programme Content
Module 1 : INTRODUCTION TO STRATEGY (16 HOURS)
What is a strategy?
The Components of Strategy
The Hierarchy of Strategies
Module 2 : MEASURING MARKETING OPPORTUNITIES (24 Hrs.)
Customer Perceived Value
Customer Analysis
Total Customer Satisfaction
Maximizing Customer Lifetime Value
Module 3 : FORMULATING MARKETING STRATEGIES (14 Hrs.)
Sustaining Competitive Advantage over the Product Life Cycle (PLC)
Objectives of New Product and Market Development
‘Made in India’ Chips, India’s Semiconductor Projects
Innovation Insights on AI Powered Computers like Microsoft’s CoPilot + PCs, Foldable Smartphones, Smart Glasses, Wireless Charging Surfaces, Voice-Activated Wearable Translators, Lenovo ThinkBook Plus Gen5 Hybrid, Lenovo Rollable Laptop, Alef Aeronotics Model A Flying Car etc.
Market Entry Strategies: Pioneer vs. Follower
Types of New Products
Managing New Product Development (NPD) Process
Process Innovation at Indian Pharma Industry
Innovation and Organizational Culture in Nvidia, Apple, and Lenovo (AI PCs, 5G, and Intelligent Devices for Lenovo)
Opportunities and Risks in Growth Markets
Growing the Core
Growth Market Strategies for Market Leaders
Country Risk Analysis Frameworks
Market Challenger Strategies
Market Follower Strategies
Market Nicher Strategies
Challenges in Mature Markets
Challenges in Decline Markets
Strategies for Maintaining Competitive Advantage
Porter’s Five Forces Model
Module 4: GLOBALIZATION STRATEGIES (6 Hrs.)
Opinion Leadership, Diffusion of Innovation
Product standardization vs. Product Adaptation
AI Led Global Marketing Strategy and International Brand Expansion (Aurolab – Health Care Industry)
Standardization vs. Localization in Advertising
Global advertisers and Promotion Mix
Coca Cola’s ‘Share a Coke’ Campaign
Dove’s ‘Real Beauty’ Campaign
Cult Brands
Brand Communities (Harley Davidson, Apple etc.)
Module 5: B2B AND EMERGING MARKETING STRATEGIES (5 HRS.)
What is Organizational Buying?
Buying Situations
B2B Marketing Strategy of Razorpay – Fintech company (providing digital payment solutions)
Participants in the Business Buying Process
The Purchasing / Procurement Process
Neuro Marketing
Module 6: MARETING STRATEGY IN AI ERA (8 Hrs.)
Marketing Strategies for Digitally Networked World
Value in Digital Era, Consumer Behavior in Strategy Formulation
Customers solving lifecycle problems: Customer acquisition, Customer development, and customer retention
AI Success Stories
Conceptual and Implementation Details from Orange Telecom (French company)
Conceptual and Implementation Details from IKEA
Conceptual and Implementation Details from NIKE
AI Failure Stories (Learnings to be taken from failures)
Conceptual and Implementation Details from Google – Gemini Incident
Conceptual and Implementation Details from Google – Dear Sydney Incident
Conceptual and Implementation Details from Levi Strauss & Co.
Conceptual and Implementation Details from The LEGO Group
AI Specific Lessons
General Brand Lessons
Brand Crisis Management
Evolution of Content Marketing in a Digital World
Large Language Models (LLM) like ChatGPT and Gemini
The power of proprietary data and performance of LLMs
Cost, Speed, and expanded Innovation funnel
The future of market research through Gen AI
Experiment with Gen AI for new advertising campaigns
Augmented Realty campaign examples
Gamification examples
Module 7: ANALYTICS (18.5 Hrs.)
Sports Marketing & Analytics
Movie Marketing & Sponsorship
Tourism Promotion Campaign - Incredible India
A/B Testing for New Product Introduction
A/B Testing for Marketing Strategy
Statistical Hypothesis Testing Using Python
How pricing activities affect the overall business
Analyze the profitability of specific price point
Optimize a business's pricing strategy
Social Media Monitoring
Social Media Analytics
Measuring Customer Responses
Customer Choice Modelling
Conjoint Analysis
Calculating Consumer Value
Calculating Lifetime Customer Value
Basic Customer Value template
Measuring Sensitivity Analysis with Two-Way Tables
Module 8: CAMPUS IMMERSION (6.5 hrs)
Search Advertising Using Google Ads
Setting up Google Ad: a practical exercise
Keyword planner
Reach planner
Google Ad Analytics
Opportunity to earn a Certificate of Completion/Participation from IIM Kashipur.
