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School of Business Management, NMIMS
MBA: 2013-2014
Trimester: I
|Instructors |
|Prof. Amit Bhadra |Extn. 5858 |Email Id: amit.bhadra@nmims.edu |
|Prof. Neeta Acharya |Extn. 5854 |Email Id: neeta@nmims.edu |
|Prof. K.Ravi | | |
Credit Value: 3credits
Introduction to the course:
During the last decade markets have significantly changed. Consumers are no more the passive spectators accepting any communication directed at them. They not only just communicate to the company, but also to other consumers whom they may have never met, through various communication channels like posting of their experiences on the internet or company websites or social media platforms. They are in a hurry to share their experiences – good or bad. Modern day reality is that consumers buy on the basis of such recommendations from unknown and faceless individuals. Consumers spend more time on the internet searching for “best buys” before taking the final decision.
Competition has also changed dramatically. It is no more now the competition within the product category but even from seemingly improbable substitutes. Competing for the customer’s attention is as important as developing inherent competitive advantage in products and services. Even the customers today offer competition to the established players through online auctions of pre-owned goods.
Technology has made the contemporary era a digital era. In such an era with the changing market behaviour, it is no wonder that marketing formats have also undergone a transformation. No longer is it sufficient for the marketer to communicate only
MBA: 2013-2014
Trimester: I
|Instructors |
|Prof. Amit Bhadra |Extn. 5858 |Email Id: amit.bhadra@nmims.edu |
|Prof. Neeta Acharya |Extn. 5854 |Email Id: neeta@nmims.edu |
|Prof. K.Ravi | | |
Credit Value: 3credits
Introduction to the course:
During the last decade markets have significantly changed. Consumers are no more the passive spectators accepting any communication directed at them. They not only just communicate to the company, but also to other consumers whom they may have never met, through various communication channels like posting of their experiences on the internet or company websites or social media platforms. They are in a hurry to share their experiences – good or bad. Modern day reality is that consumers buy on the basis of such recommendations from unknown and faceless individuals. Consumers spend more time on the internet searching for “best buys” before taking the final decision.
Competition has also changed dramatically. It is no more now the competition within the product category but even from seemingly improbable substitutes. Competing for the customer’s attention is as important as developing inherent competitive advantage in products and services. Even the customers today offer competition to the established players through online auctions of pre-owned goods.
Technology has made the contemporary era a digital era. In such an era with the changing market behaviour, it is no wonder that marketing formats have also undergone a transformation. No longer is it sufficient for the marketer to communicate only