MDP on Gaining Competitive Advantage: Using Marketing Research and Product Strategy

Faculty member(s) offering the MDP
Dr MR Suresh

Area: Marketing

Objectives of the MDP

  • To introduce the use of marketing research in understanding consumers
  • To build consumer dimensions in product development
  • To understand approaches to formulate product strategies for gaining competitive advantage

Topic Coverage / Outline

  • Relevance of product strategy and management in the current scenario
  • Approaches for understanding consumer requirements
  • Product launch planning
  • Product and brand interface

Pedagogy

Lectures, Case discussions and Expert Panel discussion

Participants Expected Profile:

Managers responsible for product strategies, functional managers being groomed for general management roles.

Fees Proposed per participant

Rs 2000/ for one day (non-residential). Group discounts as applicable based on Institute norms