Which MBA? Subject matters: Marketing(by Mr.Varun Aggarwal)

The great Peter Drucker once said: "There is only one valid definition of business purpose: to create a customer." Central to understanding marketing is learning about the complex relationships between the customer and the organisation and the many actors engaged in between. Because understanding customers is pivotal to any organisation's success, marketing focuses on how to build closer and more natural relationships with them, understanding their motivations and behaviours. After all, without customers businesses founder and ultimately fail. 

Strategic marketing is built around the core concepts of customer centricism and customer value. This entails understanding what we mean by value from the customer's viewpoint: how we explore it, create it, deliver it and finally enhance and evaluate it. Subjects covered include the marketing concept; market orientation; segmentation, targeting and positioning; the marketing mix; relationship marketing; and marketing metrics. 

Because of the natural fluidity and immediacy of marketing, we are constantly building new areas of knowledge. For example, we continue to learn about customer relationships and customer-management processes—especially about how to create the perfect customer experience. Branding is also at the core of our skills and we dig into brand equity and customer-driven brand equity. 

Marketing as a philosophy and a concept must keep up to date with technological trends. As the media drives a brand's strategy the internet is becoming ever more important, particularly through social media—from both a consumer and a business-to-business perspective. Building on the ubiquity of social media, we now also work hard on the ways in which individuals build personal brands and personal marketing plans, something which students find really helpful when it comes to exploring career options.