Paurav ShuklaMarketing, Research, International marketing, Luxury marketing and more…

Marketing research

This course is designed to enhance the analytical capability of the participant using basic as well as advance techniques and tools of marketing research. A management student is believed to be a good analyst in the corporate world. To give justice to the same a student must learn the process of marketing research. S/he should also learn how to develop and evaluate marketing information systems using various analytical tools and techniques.
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Global marketing

The ultimate aim of a marketer and marketing both is to satisfy customers’ needs and wants. Customers’ worldwide share many common features however, they display a unique response when such common elements are combined. This module focuses on the daunting issues in global marketing.
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Global marketing mix

Marketing in emerging markets

Marketing in international context

The module aims to develop the knowledge and skills of marketing needed to manage successfully in any organisation which has intercultural contacts. This is not limited to global organisations, but includes organisations that deal with staff or other stakeholders with different national cultures.
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Scope and challenges of international marketing

Cultural environment …

Strategic Marketing & Planning

The present day strategic orientation to marketing has evolved through multiple stages. In strategic marketing the dynamism can only be maintained by proactive approach to strategic thinking. This calls for using systems and methods, which can enhance the responsiveness of the firm. The aim of this module is to provide participants with a systematic understanding of knowledge relating to the body of management theory and practice known as ‘marketing management’ focusing on strategic perspectives.
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The local dimension of luxury

Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation.

While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from non-luxury, I somehow struggled with the idea of ‘internationalization’. The authors argue using an interesting point that a significant part of luxury brand’s business relies on consumers who are far from home country. This …