Marketing strategies are crucial for the long-term viability and competitive success of a firm. In a dynamic market environment, marketers need to analyze changing customer needs, competitive conditions, market opportunities, and business challenges to formulate and adapt effective strategies. This course develops students’ understanding of strategic marketing decisions by integrating marketing theories, frameworks, analytical tools, and technology-enabled approaches. The course uses the MARKSTRAT simulation as a central experiential learning platform for students to apply marketing strategy concepts in a dynamic, competitive environment. Students make strategic decisions in segmentation, product and brand management, pricing, distribution, advertising, sales, innovation, and R&D, and evaluate outcomes using relevant market metrics. Immediate feedback from the simulation enables students to evaluate alternatives, learn from outcomes, and refine their strategies over successive decision periods. The course emphasizes long-term strategic thinking over short-term tactical decisions and integrates conceptual learning, data-driven analysis, case discussions, simulations, and technology-enabled applications to develop comprehensive and sustainable marketing strategies.
- Faculty: Rajarshi Debnath