Marketing plays a pivotal role in creating, communicating and capturing value for an organization. Marketing helps an organization in creating value through detailed understanding of the needs of its consumers and by providing the consumers with innovative products, services and solutions. Students having detailed exposure to marketing discipline gain critical input in such areas as analysis of markets and competitors among other areas. The field of marketing provides valuable preparation to students for many types of management careers, including line management and for those who have future inclination towards starting their own businesses. The marketing area offers courses that include core courses and courses in many specialized disciplines of marketing. The area's activities relate to teaching, research and MDP work especially in consumer behavior, retail marketing, marketing of tourist destinations (tourism consumer behavior, tourist market segmentation, destination branding and tourism promotional mix) and in the interface between marketing and other areas for services management issues. The area faculty is also very devoted to executive education programmes. The marketing area faculties have published research papers in both leading international and Indian journals.
IIM Kashipur offers large diversity of elective courses in the area of marketing for students’ selection process. Faculties teaching the courses address a broad array of topics. The area offers two core courses in marketing in the first year of the Post-Graduate Program. In the second year, the area offers elective courses such as consumer behavior, integrated marketing communication, advanced marketing research and services management (PGP term IV). Term V offers electives like product and brand management, sales and distribution management, retail marketing, international marketing and new product development. In term VI, elective courses like B2B marketing, rural marketing, digital marketing and marketing simulation game are offered.Out of the mentioned electives, services management and new product development are the two cross-functional courses offeredin collaboration with the operations area. Most of the marketing courses have an applied orientation and attempt to replicate global and Indian market realities and real life experiences in the class room through faculty lectures, guest lectures, cases and field projects.