Marketing Strategy Specialization
Develop Your Marketing Strategy. Learn the fundamentals of market research, positioning, the marketing mix, and campaign planning.
About this Specialization
Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?
Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product, or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target, and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion, and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan.
In the final capstone project, you will develop a Marketing Plan for a product or service.
Shameek Sinha’s research explores the methodological foundations of consumer and firm decision-making, specifically focusing on the direct marketing domain, especially optimal targeting by firms and corresponding consumer response. Questions he tries to address through this research include – “How do firms determine optimal marketing strategies which facilitate efficient consumer value creation?”; “How do consumers respond to a firm’s strategies taken into consideration the existing market environment and budget constraints?”; He applies Bayesian econometric methods to develop statistical models to address these issues. The application domain of his research extends from the non-profit sector to the retail sector. Shameek has also developed interests in applied industrial organization and operations research, where he uses game theoretic insights to understand channel coordination through contractual negotiation and bargaining between asymmetrical firms. Questions he seeks to explore are – “Does asymmetric bargaining power between firms influence contract terms in negotiation?”; “Is there any mechanism that can be designed to determine optimal outcomes in contracts?” Shameek has presented his research at international conferences, specifically at the INFORMS Marketing Science Conferences and Doctoral Consortiums. He teaches Marketing Fundamentals and Marketing Strategy for Decision Making at IE Business School in the MIM and IMBA programs.
Maria Teresa Aranzabal