What Does MVP Stand For? It’s Not What You Think.
October 7, 2024
Article
Recommended experience
Beginner level
A keen interest to analyse cases
Recommended experience
Beginner level
A keen interest to analyse cases
Craft and implement customer-centric marketing strategies that drive growth.
Leverage key marketing frameworks to position brands for success.
Analyze markets through segmentation, competitive insights, and brand positioning.
Design impactful marketing plans to achieve business objectives.
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January 2025
15 assignments
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Marketing plays a vital role in business growth. It is a broad general management
responsibility and not specific to marketing specialists alone. Customer-oriented and competitive marketing strategies are critical to business success. This course explores the core concepts and tools of contemporary marketing management—including market segmentation, brand positioning, distribution channel design and communications to develop an effective customer-centric marketing strategy. Through the course, you will be exposed to a variety of analytical approaches, tools and techniques that we can use in thinking about strategic issues. The various modules in this course will enable you to apply the learning from the various concepts and frameworks to your workplace. The goal of this course is to enable you to take effective decisions and become better managers at your workplace.
Marketing plays a vital role in business growth. It is a broad general management responsibility and not specific to marketing specialists alone. Customer-oriented and competitive marketing strategies are critical to business success. This course explores the core concepts and tools of contemporary marketing management—including market segmentation, brand positioning, distribution channel design and communications to develop an effective customer-centric marketing strategy. Through the course, you will be exposed to a variety of analytical approaches, tools and techniques that we can use in thinking about strategic issues. The live sessions of this course will delve into several interesting case studies, which will enable you to apply the learning from the various concepts and frameworks to your own workplace. The goal of this course is to enable you to take effective decisions and become better managers at your workplace.
1 video3 readings1 discussion prompt
This module provides an in-depth exploration of key elements influencing marketing decisions, starting with understanding how to formulate a marketing plan, consumer behaviour, and later focus on segmentation, targeting, positioning and branding. You will also learn the importance of market segmentation and the process of selecting target segments. The various marketing strategy frameworks introduced will help participants understand how internal and external factors, such as company capabilities, customer dynamics, collaborative partnerships, competitive forces, and the broader economic climate, impact marketing strategies. Finally, participants will also learn the fundamentals of consumer behavior and buying process. This module also provides an in-depth exploration of key elements influencing marketing decisions, focusing on segmentation, targeting, positioning and branding. You will also learn the importance of market segmentation and the process of selecting target segments. You will understand what is a brand and gain understanding on the key terminologies in branding. You will also explore frameworks such as Brand Resonance Pyramid which play a pivotal role in developing branding strategies. The concepts on Points of parity and points of difference will help participants develop clarity on the branding process.
27 videos4 assignments
This week, we will delve into the tactics of creating value for customers. You will learn about value residing in various products and service categories through the Product Level Hierarchy framework. We will also discuss the strategic approaches in product lines, and analyze the Product Lifecycle Cycle (PLC).
7 videos2 assignments
This week we will explore how businesses can deliver value to customers. We will delve into what are marketing channels, the role of intermediaries, and understand how to set a channel strategy. Participants will understand the potential channel conflicts that would arise within distribution channels, and gain insights into optimizing channel management for effective product delivery.
6 videos3 assignments
This week, we will develop a comprehensive understanding of the 6M framework and the elements that constitute the Marketing Communications Mix. Participants will also learn about the strategies for integrated marketing communications and effective communication for target audiences.
9 videos3 assignments
This week we will delve into the critical aspects of pricing in the marketing context, exploring the foundations of pricing strategies, understanding price sensitivity, and emphasizing the principles of value pricing. Participants will gain insights into the strategic decisions involved in setting prices, aligning them with customer perceptions, and creating value-driven pricing models.
8 videos3 assignments1 discussion prompt
S.P. Jain Institute of Management and Research (SPJIMR) is a prominent business school in India, and has consistently upheld its commitment to fostering inclusive and sustainable growth since its inception in 1981. The institution’s fundamental philosophy centres on the pursuit of influencing practice and promoting value-based growth, which benefits society as a whole. As a member of the Bharatiya Vidya Bhavan, SPJIMR recognizes the far-reaching implications of its decisions on society, particularly the underserved section SPJIMR’s holistic approach to management education has earned it a prominent position among the top-tier B-schools in India. It holds its position among AACSB-accredited B-schools, which is awarded to less than 5% of the world’s business schools. SPJIMR is ranked 2 in India and 44 in the world by the FT Global - Masters in Management Rankings 2022. It is also ranked 29 in Asia by the QS Global MBA Ranking 2023.
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