BM2518 TECH-POWERED MARKETING STRATEGIES FOR FMCG BRANDS

Fast-Moving Consumer Goods (FMCG) is the umbrella term used to describe the numerous product categories we all buy into for our daily needs. These categories are relatively lower cost, are low involvement purchases and are made frequently (many times in a year). While the 'fast' in FMCG indicates the short purchase cycles and/or the speed of product consumption, it can also be used to represent the speed of change that is inherent in consumer behavior, and this has implications for how companies build and sustain Brands. As societies evolve and people's behaviors change, FMCG categories are most impacted - requiring an always-on approach to learning, adapting and evolving. The rapid pace of change in technology is also having an impact on every stage of the FMCG Marketing funnel and Marketers need to be cognizant of this also. All of this means, principles developed for FMCG businesses are the bedrock of core Marketing - and even non-FMCG industries/fields take inspiration from the FMCG Marketing approaches to drive competitive business impact. The module is aimed at students who want to pursue a career in Brand Management and Consumer Insight/Research. The module is taught by an ex-FMCG Industry practitioner with 20+ years of experience, who is now a full-time faculty at NTU. The module will have a strong industry focus, bringing in the latest tech-driven innovations that are changing how we do Marketing. In this course students will learn the fundamentals of FMCG Marketing practices in its entirety - starting from identifying business opportunities, shortlisting areas for innovation, crafting consumer facing product narratives, launching new products and evaluating business success. The fundamentals of FMCG Marketing are anchored in a diverse set of subjects, each of which can be entire module in themselves. These are, including and not limited to - Consumer Psychology, Behavioral Sciences, Digital Marketing, Market Research and Insights, Channel Strategies, Product Design and many more. Successful FMCG Marketing requires a balance of ART and SCIENCE - a deep empathy to understanding people, that forms the foundation of business decision making. Students will achieve an in-depth understanding of the end-to-end FMCG Marketing funnel - specifically focused on the business decisions Brand Owners look to make at different stages, the principles of consumer behavior which underpin them and the role of technology/research in unlocking competitive advantage.

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