Strategic Marketing Contemporary Issues

IIT Kanpur Course , Prof. Jayanta Chatterjee

Lecture 1:

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Lecture Details :

Strategic Marketing - Contemporary Issues by Prof. Jayanta Chatterjee,Department of Management,IIT Kanpur.For more details on NPTEL visit

Course Description :

Foundation concepts on Strategy, Marketing and Strategic Marketing,Foundation concepts from Finance for Marketing Decisions,Marketing implications of Corporate strategy decisions,Competitive strategies of Strategic Business Units & Marketing implications,Identifying Market opportunities,External & Internal Analysis,Assessing Market Opportunities,Forecasting & Scenario Building for strategic flexibility,Understanding Customers, Segmentation, Targeting, Differentiation & Positioning,Pricing Strategy & Management,Entrepreneurial Marketing & New Product -Service Marketing Strategies,Strategies for Growth Markets Defenders & Prospectors

Strategies for Matured Markets and during decline,Marketing Ethics, Sustainable Marketing, Green Marketing & Developmental Marketing,Brand management and integrated approach to Marketing Communication across marketing channels,Information and Communication Technologies and New Economy Marketing,Strategic Approach to Marketing & Sales Organization,Measuring Marketing Performance,Global Local Markets, Diffusing boundaries Marketing Strategy Dynamics

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