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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.

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).

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.

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.

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.