Advertising and Marketing Strategy

Indian Institute of Technology Kanpur
Kanpur, Uttar Pradesh, India

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This course is an advanced marketing elective that focuses on the job of the product/brand manager. There are two modules in the course. The first module is on advertising and the second on strategic issues of market planning. The first module is designed to examine agency as business, the fundamentals of advertising theory and the evaluation of different kinds of advertising. The second module will stress on (1) the development and implementation of marketing strategies with focus on issues like organizational capabilities, resource base, market structure, and competitive behaviour (2) branding strategy with emphasis on product positioning.
...''

Phone:+91-512-259 7553

School Address:

Industrial & Management Engineering
Indian Institute of Technology Kanpur
Kanpur 208016



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