Overview:
Marketing to the Bottom of the Pyramid" is a strategic course that not only recognizes the socio-economic importance of engaging with the underserved communities but also highlights the immense potential for businesses to thrive in this market segment. With billions of people comprising the bottom of the economic pyramid globally, this course underscores the sheer size and purchasing power of this demographic. It explores how businesses can tap into this lucrative market by understanding its unique needs, preferences, and purchasing behaviors. By providing insights into the untapped opportunities within these communities, this course equips participants with the knowledge and skills necessary to leverage this vast market and drive sustainable growth for their organizations on a global scale.
1. Emphasize the significance of the "Bottom of the Pyramid" (BOP) market and its relevance in contemporary business landscapes.
2. Equip students with the ability to identify and evaluate the key factors influencing segmentation, targeting, and positioning strategies within BOP markets.
3. Foster critical analysis skills among students to comprehend the diverse factors influencing consumer behavior within BOP demographics.
4. Develop a comprehensive understanding of tailored marketing strategies and elements specifically designed to resonate with BOP consumers.
| Course Status : | Ongoing |
| Course Type : | Core |
| Language for course content : | English |
| Duration : | 12 weeks |
| Category : |
|
| Credit Points : | 4 |
| Level : | Postgraduate |
| Start Date : | 20 Jan 2025 |
| End Date : | 30 Apr 2025 |
| Enrollment Ends : | 28 Feb 2025 |
| Exam Date : | 25 May 2025 IST |
| Translation Languages : | English |
| NCrF Level : | 6.5 |
| Industry Details : | Retail and E-Commerce |
| Exam Shift : | 1 |
Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.
Week 1: Evolution of Bottom of The Pyramid Marketing
Week 2: Principals of Innovation in BOP
Week 3: Understanding the Bottom of the Pyramid Buyers
Week 4: Concepts related to BOP
Week 5: STP For BOP Market
Week 6: Product Strategies for BOP Market
Week 7: Branding for BOP Market
Week 8: Pricing Strategies for BOP
Week 9: Distribution Strategies for BOP Market
Week 10: Promotion Strategies for BOP Market
Week 11: Services in BOP Market
Week 12: Case Studies and Conclusion
Exam Schedule
Text Book(s):
• Prahlad, C.P. (2014). The Fortune at The Bottom of The Pyramid: Eradicating Poverty Through Profits, New Delhi, India: Pearson Publication.
• Ramedra Singh.(2015). Marketing to the Bottom of the Pyramid: Text and Cases, Business Expert Press
Reference Book(s):
• Kashyap, P. (2012). Rural Marketing, New Delhi, India: Pearson Publication.
• Krishnamacharyulu, C.S.G., & Ramakrishnan, L. (2011), Rural Marketing Text and Cases, New
Delhi, India: Pearson Publication.
• Balram, D., & Ghuman, K. (2007). Rural Marketing: Concepts and Practices, New Delhi, India:
• McGraw Hill Publication
Other References:
• Base of The Pyramid Definition from Financial Times Lexicon.Retrieved from lexicon.ft.com/Term?term=base-of-the-pyramid
• Reality Check at the Bottom of the Pyramid - Harvard Business Review. Retrieved from https://hbr.org/2012/06/reality-check-at-the-bottom-of-the-pyramid
• Serving the world's poor: innovation at the base of the pyramid- Emerald Insight. Retrieved from https://www.emeraldinsight.com/doi/10.1108/02756660710732611
• Business models to serve low-income consumers in emerging markets. Retrieved from journals.sagepub.com/doi/10.1177/1470593117704262
Dr. Trupti Dandekar Humnekar is a seasoned academician with over a decade of experience in the field of marketing, complemented by three years of valuable industry exposure. With expertise in areas such as marketing of services, bottom of pyramid marketing, and tourism marketing, she brings a unique blend of theoretical depth and practical insight to the table. As a reviewer for reputable journals and an organizer of numerous Faculty Development Programs and conferences, they actively contribute to shaping scholarly discourse and fostering knowledge exchange within the academic community. Dr. Trupti’s commitment to bridging theory with practice ensures that their teaching and research remain relevant and impactful in addressing contemporary marketing challenges.
Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.
Assessment Type | Weightage |
Weekend Assessment | 25% |
Final Exam | 75% |
Score | Type of Certificate |
>=90 | Gold |
75 - 89 | Silver |
70 - 74 | Bronze |
40 - 70 | Successfully Completed |
<40 | No Certificate |
Sample Certificate:
Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.
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