A product can be phenomenally well designed, but without marketing it remains no more than just that ‘a product, an object, a device’ with limited takers. Marketing is that tool when deployed by organizations, catapults the product into a brand with defined identity, surges adoption, conversions and loyalty base. Once ‘a brand’ is created, then it fetches dividends and operates as a lever for organizations like none other. Marketing is intricately linked to several consumer specific aspects like ‘communication’, which plays a vital role in conveying the product offerings to target groups of individuals, so also, arriving at the ‘product portfolio’ and ‘positioning’ by way of determining the uniqueness of the product or service thereby securing a consumer mind space, influences ‘pricing’ by means of competitive advantage, and helps premiumize ‘sales’ propositions, pitches and in securing business. Marketing function of all organizations are tasked with responsibilities of driving sales and brand resonance, and since they are the growth drivers, they tend to be indispensable to organizations across sectors and industries.
Marketing is well defined as a process of creating, communicating, delivering and exchanging value through profitable customer relationship. Selling or promoting goods/services is just a facet of the marketing function, but overall it entails a gamut of activities that are directed to satisfy customer needs and establish long-term relationships. The scope of marketing includes identifying customer-need gaps, developing the right product to plug the gap and bridge the need, encompassing product development to lifecycle, consumer insights, acquisition, retention, experience, creating competitive advantage through operational excellence and overall cost leadership, communicating values and benefits across media platforms, thereby enhancing society’s quality of life and influencing societal behaviour, and ensuring the availability of the right product at the right place at the right time.
The objective of any organization, whether for-profit or not-for-profit, is to ‘create value’, both for the organization and for customers. Marketing contributes directly to achieving the goal of an organization by building brand and customer equity; and by providing critical inputs in major areas like markets, competitors and strategic decision- making. Marketing is also responsible for customer’s and society’s long-run welfare. Today many organizations are practicing ‘societal marketing concept’ which not only considers the consumers’ short-term wants but also takes care of their long-term interests. A marketing manager is not only responsible for servicing a customer but also to manage an ongoing relationship with the customer. Sales and marketing are consumer-centric roles and are considered ‘the face’ of the organization, wherein the organizations invest continual efforts to nurture the sales force, ensuing marketing as a ‘plum domain’ to be in.
It is evident in the graphic below that the ‘Sales and marketing profession’ continues to be a ‘profession of the future’.
MBA in marketing is the most opted program because of its fine relevance with the organizational survival, profit, and growth. One can do MBA in marketing, preferably from top B-Schools in India such as JK Lakshmipat University after the completion of UG degree in diverse fields, viz. Management, Arts, Commerce, Science, and Engineering. Institute of Management, JKLU, one of the top business schools in Jaipur, Rajasthan offers MBA in Marketing and has variety of courses in the area of marketing that are designed to meet the needs of industry and academia. In keeping with the industry dynamics, the course is up-to-date and infused with relevant current industry workings and provides hands-on experiential and tech driven learning, equipping prospects with skills and ensuring smooth transition into the job environment. An MBA in Marketing from Institute of Management, JKLU, in addition to the core courses, includes courses in Service Marketing, Consumer Behaviour, Sales & Distribution Management, Integrated Marketing Communication, Retail Management, International Marketing, and Rural Marketing.
As an MBA Marketing graduate, one can get career opportunities in the field of marketing strategy, consulting, sales management, product and brand management, advertising, media, entrepreneurial management, line management, international marketing and marketing research. One can work as a Marketing Manager, Brand Manager, Market Research Analyst, Sales Manager, Media Planner, Creative Concept Designer, Product Manager, Digital Marketing Manager, Content Marketing Specialist, Social Media Strategist, Consultant, and even can become entrepreneur if one harbours future interest in starting his/her own business. Overall, there are innumerable opportunities in the field of marketing. Albeit, it is advisable to choose the right university for quality outcomes and be able to give flight to one’s career path.
Re-imagining and re-defining learning, is a hallmark of education excellence at JKLU. Comprehensive learning initiatives with futuristic approach ensuring Breadth and Depth in core domain, Inter-disciplinary electives, Professional Development with critical thinking, effective communication and problem-solving skills, Hand-on Live Application through State-of-the-Art Labs, Practice Schools with Industry, International collaborations, Innovation and Entrepreneurship Centre makes for a unique world-class learning experience.
An MBA in marketing is undeniably an enduring profession with the marketing professionals forming a ‘nucleus’ within organizations, mobilizing the ‘tomorrows’ of organizations. Scrutinize well before arriving at the university of choice to secure your MBA, look for essential ingredients that impart quality academics, and with a university of the stature of JK Lakshmipat University, you can be rest assured of a bright future and an astounding career success.
About the Author:
Assistant Professor- Marketing, Institute of Management
JK Lakshmipat University, Near Mahindra SEZ, Mahapura,
Ajmer Road, Jaipur – 302026 (Rajasthan)