Overview

ABOUT THE COURSE: This course brings together the fields of marketing and innovation in an integrated subject that enables students, executives, entrepreneurs and all others who are inquisitive about innovation in marketing and marketing of innovation to develop an insight and to practically use it. It is curated to provide conceptual as well as practical knowledge of both ‘innovation in marketing’ and ‘marketing innovation’. The idea is to unfold the intricacies of innovation in the light of marketing and intricacies of marketing in the light of innovation. INTENDED AUDIENCE: Students and Practitioners who wish to foresee innovative marketing through concepts and examples related to Marketing of Innovation and Innovation in MarketingINDUSTRY SUPPORT: All the types of Industries

Syllabus

Week 1: Innovation in Marketing

Need of innovation in Marketing?
What Is Marketing Innovation?
Innovative perspective about 4Ps for Innovation (Marketing Mix)
The Innovators Dilemma
Go to market strategy
Innovative Marketing Strategies

Week 2: Innovation in Marketing Strategies

Targeting: Evolutionary Perspective
Changes in Consumer behavior
Innovation in positioning techniques. Perspective of positioning.
Case Study

Week 3: Innovation in Products and Services (Management of Product and Services)

Changing Concept in marketing of products and services
Innovation in Services Marketing
Innovation in other product elements and Marketing
Innovation in Branding, Methods, Value Chain and Evaluation
Influence of product and services innovation on marketing mix

Week 4: Innovation in Pricing

What is innovation in Pricing?
Innovative Pricing strategies
Factors affecting Pricing Innovation
Influence of pricing innovation on marketing mix
Case Study

Week 5: Innovation in Delivering

Innovation in Distribution channels
Innovation in Channel Management
Innovation in Retailing
Influence of channel management innovation on marketing mix

Week 6: Innovation in Media and Marketing Communication

Innovation in Marketing Communication
Innovation lead IMC
Advertising Trends
Integrated Marketing Communication: Media Advertising, Direct Marketing, Sales Promotion, Public Relations, Telemarketing, Personal selling and other Support Medias.
Digital Marketing: Search Engine Marketing, Online Marketing, Web 2.0 and Web 3.0 Technologies, Viral Marketing, Mobile marketing, Search Advertising Marketing, Marketing in Virtual reality Environment (AR &VR)
Website Development: Web Design, Building Site Traffic, Geo-Mapping
Influence of IMC innovation on marketing mix
Case Study

Week 7: Innovation in Value Creation