Marketing Strategy- Module Mapping

S.No Module Mapping Learning Outcomes

1 Marketing Research - Reasons for measuring the demand forecasting

- Types of techniques (Qualitative and Quantitative) to
estimate the demand and what conditions these are used
in what context
- How research helps them to identify the gap in the
market?
- How do frame the good research team?
- Hiring the external agency for extensive marketing
research is good or bad (pro’s and cons of each decision)?
- Importance of quality data helps to improve the decision
making which leads to more profits and competitive
advantage?
- Check list of effective marketing research team?
2 Post PESTEL - Why environmental analysis is important
- How its evolved over the years
- General Environment (External analysis)
- SPECTEACLES Matrix
3 STP Strategies - How to create the new opportunities for segments from
the gap
- Check list to validate the New Segmentation
- Developing STP Framework (Segmentation: Identify the
gap and convert to product, Targeting: Whom the
product is focused and why, Positioning: Who are the
competitors and substitutes and why
- Product and brand positioning
- STP Mind map
STP Strategies 1. Is the Market Size being attractive? And WHY?
2. What are the new characteristics of the segment?
3. What way your team is going to justify the
attractiveness by doing the following analysis
• Identifiable : Who, Why, What, Unique, MM or
not?
• Substantial: Too Small, Big, Critical
• Reachable: Product : Understand: Recall
• Responsive: Reaction, Accept, Reputation
• Profitability: ROI, ROR, PBP, BEP: Sales
(Students can assume the numbers)
4. How do you validate the segment about the
profitability?
5. Is this new segment being possible to grow? Why? And
How?
6. USP of your product to the segmentation customers?
7. Who is the target segment for that product or in other
words, who do you think the ad targets? Based on that,
develop a buyer’s persona (statement which describes
the profile of the target segment in terms of demo and
psychographics)
8. Under which category do you think the product ?
9. How similar and different the product is from
competition?
10. What are the proof points or supporting evidence for the
claims made in support of the product’s unique benefits?
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