A warm welcome to the Marketing Area at Vijay Patil School of Management (VPSM).
Marketing is a ubiquitous concept. It is the process of engaging customers and manging profitable customer relationships. At its core, it seeks to add value to consumers and society. Over the years, marketing has evolved from being a production-oriented function to a customer-oriented philosophy. In the process, it has also transformed into an organization endeavour. Today, marketing blends managerial practices that deals with formation and execution of strategy, and behavioural aspects that deal with procurement, consumption, and disposal of products and services.
The Marketing area at VPSM focuses on three key areas, (i) preparing students with the marketing tools and capabilities necessary to make them job ready, (ii) partnering with industries and helping them to better understand market realities and consumer sentiments, and (iii) interfacing with the global academic community to further the extant understanding of marketing.
Taking these aspects into consideration, the marketing area at VPSM has meticulously designed several value driven offerings for students, industry, and academia.
For students, the area offers holistic courses that provide conceptual awareness and application orientation. The courses are formulated to introduce them to the various facets of marketing. Foundational courses such the principles of marketing and marketing research offer students a broad understanding about various functions and applications of marketing. The advanced courses such as Business to Business Marketing, Services Marketing, Consumer Behaviour, Retail Management, Integrated Marketing Communication and International Marketing aid students in gaining a more in-depth understanding about specialisations. These courses utilize a fine of mix of case studies, simulations, industry interactions, and other innovative pedagogical tools.
For industry, the members of the area offer skill enhancement and strategy oriented short duration courses, workshops, webinars, and consulting engagements. The area also leverages its deep industry connect to come with interesting case studies that augment the learning in the class rooms.
The area also engages actively with the academia from around the world. With a strong educational background from top tier institutions in India, the members consistently contribute to knowledge creation by publishing research papers in reputed international journals and presenting in globally acclaimed conferences such as the Summer and Winter American Marketing Association conference, Australia New Zealand Marketing Academy Annual conference, PAN IIM conference, among others. The area is open for research collaborations.