Digital Marketing Course for Ayurvedic Professionals

Digital marketing is the term used for the targeted, measurable, and interactive marketing and sales of products or services over the internet. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. As the digital marketing landscape continues to grow at a rapid pace, marketers are faced with new challenges and opportunities. This Digital Marketing Course is designed to educate and empower professionals in this area. The course is conducted by U. Mahesh Prabhu - a seasoned marketing consultant to several enterprises in India, USA and Australia.

Course Mentor

Udupi Mahesh Prabhu is a media, marketing, strategy & political consultant. He’s currently working as President of Sydney (Australia) based Technoved Consulting Pty. Ltd. and serves as Hon. Director of New Delhi (India) based Center for Global Research & Initiatives - a premier think tank. This apart he’s mentor, adviser and consultant to over a dozen enterprises in India, Australia and United States. Most notable of his consulting assignments include BW | Businessworld, Exchange4media Group, The Sunday Guardian, American Institute of Vedic Studies, Santa Fe NM (USA) and Ayurvedic Healing LLC Soquel, California USA. He also pens a very candid column entitled ‘Adventure Capitalist’ with Goa’s revered magazine – Business Goa.  

An avid reader is also a book reviewer and has reviewed books by prestigious publications including Random House, University of Southern California Press, Stanford University Press, Free American Press and Routledge Publication.  

He’s also a fellow of the Royal Asiatic Society of Great Britain & Ireland, London (UK) and Member of the International Federation of Journalist (USA). He was recipient of the distinguished “Sir George Staunton Award for an Article by Young Scholar” constituted at Royal Asiatic Society in 2009.

  He holds a Bachelors as well as Masters in Business Administration with specialization in Marketing.
Marketing & Consumer Behavior

Unit 1

Aims and Objectives: The objective of this unit is to provide the students with the skills and knowledge necessary in managing marketing communications and brand support activities within organizations. The unit intends to explain links between communications and marketing and provides knowledge of fundamental theories and techniques of research and consumer behaviour, and their application to marketing communications.

Assessment methodology: Assignment

Learning Outcomes: On successful completion of this unit students would be able to:

    Explain the role of marketing plan and communication plan within the context of the organization’s strategy and culture.
    Understanding the principles of marketing research, how data can be obtained through primary as well as secondary methodology and the strengths and weakness of qualitative and quantitative approaches.

3. Describe the marketing planning process and the links between each stage of the process.

4. Explain the role of marketing communications and how the tools of the communication mix can be coordinated effectively.

5. Develop marketing communication plans and brand support activities based on an understanding of the salient characteristics of the target audience.

6. Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities.

7. Assess various methods of evaluating, measuring and controlling tools in the marketing communication mix.

8. Recommend suitable methods to influence the relationships an organization has with its customers, any marketing channels partners and other stakeholders, using marketing communications.

Knowledge and skill requirements:

1: Marketing Principles

1.1. Explain the development of marketing as an exchange process, a philosophy of business, and a managerial function, recognizing the contribution of marketing as a means of creating customer value and as a form of competition:

  • An exchange process
  • A philosophy of business
  • A managerial function
  • Creating Customer Value
  • A form of competition
  • 1.2. Explain the importance of the marketing planning process and where it fits into the corporate or organizational planning framework:

  • Delivery strategies and achieving marketing objectives
  • Budget planning
  • Implementation
  • Monitoring of timeline progress against schedule
  • Measurement of successful implementation
  • 1.3. Describe the structure of an outline marketing plan and identify its various components:

    • Mission Statement and Business Plan • Marketing Audit/Situation Analysis • Opportunities/Issue Analysis • Objectives • Strategy, Tactics and Action Plan • Financial Implications • Controls

    1.4. Undertake a basic external and internal marketing audit:

    • Macro environment factors (PESTEL) • Micro environmental factors • Internal Factors • SWOT Analysis

    1.5. Explain the importance of objectives and the influences on, and process for setting objectives:

    • Corporate Missions • Business Objectives • Marketing Objectives • Communication Objectives • Creative Objectives

    1.6. Explain the concept of market segmentation in both consumer and business-to-business markets:

    • Segmentation, targeting and positioning • Segmentation bases • Requisites (must be accessible identifiable etc.)

    1.7. Describe the wide range of tools and techniques available to marketers to satisfy customer requirements and compete effectively:

    • Extend marketing mix (Product Price, Promotion, Place, People, Process and Physical Evidence). • Product (goods and/or services) quality • Branding • Communication through all the Ps of extended marketing mix • Value Propositions

    1.8. Develop an extended marketing mix to include additional components in appropriate contextual settings:

    • Service Sector • Private Sector • Public Sector • Business to Consumer (B2C) • Business to Business (B2B) • Charities • Internet only

    1.9. Explain the concept and importance of branding to customers in relation to the following:

    • For identification • For differentiations • As an experience • As a symbol (or reflection) of lifestyle

    1.10. Explain the concept and importance of branding to organizations in relation to the following:

    • Building a brand • Maintaining a brand • Building customer loyalty • Ethics and corporate social responsibility

    1.11. Demonstrate an appreciation of the need to monitor and control marketing activities:

    • Marketing research and information • Primary data collection • The importance of KPIs and marketing metrics, reports, presentations and dashboards

    2. Basic Research Principles

    2.1. Explain the elements of the research planning process:

    • The stages of research using the “marketing research mix” (purpose, population, procedure and publication). • Briefings (RFP) • Proposals

    2.2. Describe the uses, sources, benefits and limitations of secondary data:

    • The nature of secondary data • Planning desk research • Evaluation • Recording and reporting sources

    2.3. Explain the different methods by which primary data can be obtained and its uses, benefits and limitations:

    • Research instruments • Methods of capturing data • Interviewing (face to face, telephone) • Self-completion methods (online, postal)

    2.4. Outline the strengths and weakness of various qualitative research methods including:

    • Depths interviews • Focus groups • The Delphie Technique • Observation Research • Grounded Theory

    2.5. Outline the strengths and weakness of various quantitative research methods including:

    • The omnibus and panel • Experimentation (hall tests, placement) • Databases • Spreadsheets and survey software • Econometrics • Test versus control

    3. Communication, Advertising & Media – the relationship with marketing

    3.1. Define and explain the purpose of marketing communications in the following situations:

    • To engage customers and stakeholders • Launch new products • Support brands • Maintain (or increase) market share • Develop retention levels • Encourage customer loyalty • Support internal marketing within organization • To differentiate, remind or reassure, inform and persuade – DRIP

    3.2. Explain the disadvantages of the different promotional tools and media available:

    • Advertising (TV, press, radio, out-of-home, cinema, digital) • Public Relations • Sales Promotions (Coupons, sampling, special offers) • Personal Selling • Sponsorship • Direct/Digital Marketing (Search Engine, Email, Mobile, Web, Social Media, Affiliate)

    3.3. Explain how the elements of a marketing communications plan link together using an appropriate framework:

    • Contents of a plan (APIC, COSTAC) • The importance of research data • How creative objectives are derived from communications objectives • Choosing appropriate tools – cost, credibility, communications effectiveness and control • Resource needs (human, financial, time, materials, and other) • How plans are developed • How success is measured, including web analytics and social media monitoring

    3.4. Explain the tasks of each of the promotional tool within a coordinated marketing communications mix:

    • To differentiate • To remind or reassure • To inform • To persuade

    3.5. Review how the effectiveness of promotional tools can be evaluated using marketing research and appropriate criteria:

    • Cost, reach, audience • Questioning and observation/physiological tests • Quantitative and qualitative methods • Usability testing

    3.6. Outline the key characteristics associated with push, pull and profile strategies:

    • Push strategies (via distribution channel, trade promotions). • Pull Strategies (direct to customer, POS) • Profile strategies (build interest of stakeholders, PR)

    3.7. Develop a marketing communications plan using the communications mix to:

    • Engage customers and stakeholders • Launch new products • Support brands • Maintain market share • Develop retention levels • Encourage customer loyalty • Support internal marketing, within the organization • Differentiate, remind or reassure, inform and persuade a specific audience – DRIP

    3.8. Explain the main methods used to determine a marketing communications budget:

    • Marginal Analysis • Arbitrary • Affordable • Objective and task • Percentage of sales • Competitive parity

    3.9. Discuss the main issues concerning the use of marketing communications is an international and global context:

    • Media availability • Culture • Religion • Education • Literacy

    3.10. Explain how marketing communications activities, media and campaigns can be evaluated:

    • Questioning and observation / physiological tests • Quantitative and qualitative methods • Pre-testing and post-testing • Tracking studies • Audience research (NRS, RAJAR, BARB, POSTAR)

    3.11. Explain how marketing communications can be used to support brands in the following situations:

    • Awareness building • Interest building • Loyalty building

    3.12. Identify the different classifications of brands and explain how brand strategy can be developed:

    • Line extension • Brand stretching • Corporate branding • Generic • Own-label • Multi-branding

    4. Consumer Behaviour

    4.1. Demonstrate the fundamental importance of ‘customers’ to all forms of organizations:

    • Service • Non-profit • Public sector • Business-to-business • Consumer goods

    4.2. Explain the difference between consumer buyer behaviour and organizational buyer behaviour:

    • Emotional versus rational factors • Size of purchase • Relationships • Complexity • Involvement • Perceived risks

    4.3. Explain the importance of various concepts in helping to understand purchase, usage and disposal of products and services, and how this knowledge helps develop communications strategies:

    • Attitudes • Perception • Motivation • Learning • Personality • Class • Culture • Sub-culture

    4.4. Explain the importance of communication models in helping to understand how individuals can influence the effectiveness of marketing communications:

    • General Model (Shannon/Weaver, Scharmm) • Learning hierarchy Model (Gagne) • Dissonance-attribution hierarchy model • Low-involvement hierarchy model (Krugman) • Model of campaign objectives and effects (Rogers and Storey) • Hierarchy of effects model (McGuire) • Group development (Tuckman and Jensen) • Word of mouth (WOM), opinion leaders and opinion formers.

    4.5. Describe the following concepts in decision making and how they influence marketing communications:

    • Source credibility • Involvement • Perceived risk

    4.6. Explain the Decision Making Unit (DMU) in relation to both consumers and organizations:

    • Members • Similarities • Differences

    4.7. Explain the Decision Making Process (DMP) for consumer and organizations:

    • Consumer (Engel, Blackwell and Miniard). • Organizations (Robinson et. al.)

    4.8. Explain the need for effective internal communications to achieve the following:

    • Creating good internal relationships • Establishing good customer relationships • Maintaining good customer relationships

    5. Channel Behaviour

    5.1. Identify and explain how the communications mix (including digital media) can be applied to different marketing channels and situations in order to achieve marketing objectives:

    • Primary, secondary and tertiary industry situations • B2C: fast and slow-moving consumer goods • B2B: fast and slow moving industrial goods • Direct versus indirect sales

    5.2. Explain the role of marketing communication activities for use in the marketing channels in order to:

    • Attract partners • Motivate • Maintain trust • Resolve Conflict • Reinforce commitment and build satisfaction

    5.3. Appraise the use of digital channels for distribution and their impact on existing/traditional channels:

    • Multi-channel • Ecommerce • Mcommerce • Dangers of disintermediation

    5.4. Demonstrate an appreciation of the need to monitor and control marketing channel behaviour using the following tools:

    • Financial indicators • Non-financial indicators • Shelf space and facings