Course Module
Marketing Life — Strategy, Storytelling and
Human Influence
Course Objective
The objective of this module is to help Management students understand that marketing
is not limited to products, brands, and advertising. It is fundamentally about perception,
influence, communication, and relationships. The course aims to develop students’
ability to apply marketing thinking to everyday professional and personal situations—
such as interviews, leadership communication, stakeholder management, and
organisational collaboration. Through stories, practical examples, and discussions, the
module encourages students to recognise how storytelling, trust, emotional
intelligence, and reputation shape leadership effectiveness and career growth.
Course Description
This module explores the idea that life itself involves continuous processes of
positioning, persuasion, and communication. Managers constantly market their ideas,
capabilities, and values to colleagues, leaders, clients, and society. The course examines
how professionals can build influence through clear communication, compelling
storytelling, strong relationships, and authentic leadership.
Drawing upon examples from Indian business leaders and real-world situations, the
course demonstrates how marketing principles operate beyond traditional business
contexts. Students will learn how to communicate ideas effectively, build credibility,
manage perception, and influence decisions within organisations and society. The
sessions combine conceptual understanding with practical insights that students can
apply throughout their careers.
Session-wise Learning Outcomes
Session 1
Marketing is Everywhere: Seeing Life Through a Marketing Lens
Learning Outcomes
Students will be able to:
• Recognise marketing as a process of managing perception and influence.
• Understand how personal behaviour and communication shape professional
perception.
• Identify marketing dynamics in everyday interactions.
Session 2
The Art of Self-Marketing: Careers, Interviews, and Visibility
Learning Outcomes
Students will be able to:
• Develop a clear personal value proposition.
• Understand the importance of professional visibility and credibility.
• Communicate their strengths effectively in interviews and workplace settings.
Session 3
Storytelling as Strategy
Learning Outcomes
Students will be able to:
• Understand the role of storytelling in leadership and marketing.
• Convert complex ideas into compelling narratives.
• Use stories to communicate vision and engage stakeholders.
Session 4
Communication: The Most Underrated Leadership Skill
Learning Outcomes
Students will be able to:
• Recognise the role of clear communication in managerial effectiveness.
• Apply principles of effective verbal and non-verbal communication.
• Appreciate the importance of listening and audience awareness.
Session 5
Relationship Capital: The Real Currency in Business
Learning Outcomes
Students will be able to:
• Understand the concept of social and relationship capital.
• Recognise the strategic importance of trust and networks in professional life.
• Develop approaches for building authentic professional relationships.
Session 6
Persuasion and Influence in Everyday Life
Learning Outcomes
Students will be able to:
• Understand psychological principles of persuasion and influence.
• Recognise factors such as credibility, social proof, and reciprocity.
• Apply persuasion techniques in professional interactions.
Session 7
Selling Ideas Inside an Organisation
Learning Outcomes
Students will be able to:
• Understand the importance of internal stakeholder management.
• Communicate proposals effectively within organisational contexts.
• Build support for ideas through collaborative persuasion.
Session 8
Reputation: The Invisible Brand
Learning Outcomes
Students will be able to:
• Understand the role of reputation in career and leadership development.
• Recognise how consistent behaviour builds credibility.
• Appreciate the long-term value of ethical conduct.
Session 9
Emotional Intelligence in Leadership and Communication
Learning Outcomes
Students will be able to:
• Understand the concept of emotional intelligence in leadership.
• Recognise the importance of empathy and self-awareness.
• Apply emotional intelligence to manage relationships and conflicts.
Session 10
Authentic Leadership and Long-Term Influence
Learning Outcomes
Students will be able to:
• Understand the role of authenticity in leadership effectiveness.
• Recognise the connection between values, behaviour, and credibility.
• Develop a perspective on building long-term trust and influence.
About the Faculty
Prof (Dr.) Rajiv Mathur is a management advisory professional, author, and storyteller
who works at the intersection of business management, strategy, and human behaviour.
With several decades of experience across the corporate and advisory ecosystem, he
has worked extensively on business risk management, organisational resilience, and
strategic decision-making in complex environments. Through his work with global
organisations and institutions, he has developed a deep interest in how communication,
perception, and relationships influence outcomes in both business and life.
Rajiv as a writer enjoys exploring real-life situations through stories that combine
humour, insight, and practical wisdom. He often reflects a belief that management
lessons are often hidden in everyday experiences—whether in workplaces, families, or
society.