Marketing Decisions – It’s extremely important to know what we don’t know!

After a rigorous deep dive into Microeconomics last month, our EMBA journey shifted gears into the dynamic world of Marketing Management – and what a ride it’s been!

Over four insightful days, this module went beyond slides and theories. It pushed us to think deeply, ask sharper questions, and most importantly, unlearn what we thought we knew. Marketing is not just about selling – it's about strategic execution, measurable outcomes, and understanding human behaviour at its core.

Led by the ever-energetic Professor Samuel Chun, every session was packed with energy, interaction, and razor-sharp insights.

Here’s a quick snapshot of what we explored:

🔍 Strategic Foundations

• Marketing is the servant of strategy—it exists to monetise competitive advantage.
• Measurable outcomes are key: if it can’t be measured, it didn’t happen.

📈 Market Dynamics & Execution

• Marketing is the servant of strategy—it exists to monetise competitive advantage.
• Measurable outcomes are key: if it can’t be measured, it didn’t happen.
• Understanding the red (consumer) and black (distribution) arrows.
• Execution matters: price, path to market, promotion – all aligned to strategy.

🎯 Segmentation & Targeting

• You can’t target without clear segmentation – demographic, behavioural, attitudinal, value-based.
• CAC (Customer Acquisition Cost) = Selling Cost + Marketing Cost / Customers.

💼 Strategy Meets Numbers

• Price = Value + Cost + Competition + Market Size + Goal.
• “Doing nothing” can also be a valid strategic choice.
• Chase Case Study takeaways: cost-benefit analysis, revenue focus, every tub on its own bottom.

🤝 Negotiation Insights

• ZOPA, BATNA, residual value.
• Behaviour tactics: accommodate, avoid, collaborate, compete – knowing when to use which.

For many of us, this module was nothing short of an eye-opener. It wasn’t just about understanding marketing—it was about learning to see with fresh eyes, thinking critically, and making data-informed, strategic decisions in a rapidly changing business landscape.

We ventured into the world of interactive simulations, where we were tasked with maximising revenue and profitability through real-time decisions on segmentation, targeting, strategic innovation and resource allocation.

With each module, this program continues to challenge our thinking, expand our perspectives, and bring us closer together as a cohort.

Here’s to the next topic, the next residency—and an Executive MBA journey that keeps getting more exciting by the day! 🚀

Source: IIT Bombay-WashU EMBA Batch 10