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Marketing Skills for High Performance
Posted Date: 09 Apr 2008 Resource Type: News/Announcements Category: Short term courses
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Posted By: Bala Member Level: Diamond
Rating:  Points: 3
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INDIAN INSTITUTE OF MANAGEMENT CALCUTTA
MARKETING SKILLS
FOR
HIGH PERFORMANCE
August 11 - 14, 2008
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA
This hands-on program emphasizes the management of new and existing products for growth and profitability. It aims to provide a broad understanding of emerging marketing frameworks and contemporary approaches to growing business and will also focus on ‘cutting edge’ issues concerning marketing practices including brand and services related issues. The Program faculty will focus on the synergy between in-field practice and in-class learning.
PROGRAMME FOCUS
Environment Scanning for Market Positioning
• Emerging Challenges for Marketers
• Exploiting Customer and Market Information
• Point of Difference Analysis
Nurturing Customer Assets
• Identifying and analyzing Segments
• Customer Satisfaction, Loyalty and Retention
• Customer Oriented Growth Strategies
• Linking Satisfaction to Profits
Developing Market Based Competitive Strength
• Differential (Competitive) Advantage Dynamics
• Analyzing Competitive Markets
Optimization of Marketing Mix Elements
• Enhancing Customer Orientation
• Developing Effective Marketing Plans
• Designing and Managing Distribution Infrastructure
WHO SHOULD ATTEND
This program will be of great interest to you if you are a middle level marketing manager, product / brand manager, sales manager or marketing analyst whose principal responsibilities lie in generating demand, revenues, and profits from new and existing products and services. Middle managers from other functional area or a non-marketing background with a supporting role for organization’s marketing activities would also find the program relevant.
BENEFITS OF ATTENDANCE
You will enhance your ability to:
• Analyze Market Opportunities
• Evaluate and Select Target Segments
• Position and Reposition Products and Services
• Exploit the Value-Satisfaction-Loyalty-Retention-Profitability Chain
• Manage Price-Value Relationship
• Improve Marketing Program with Focused Competitive Analysis
• Evaluate Market Programs and Analyze Marketing Resource Productivity
PEDAGOGY
The Programme will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations by industry experts.
PROGRAMME DIRECTOR
Dr. Prashant Mishra is a Doctorate in Management and M.B.A. from Devi Ahilya University, Indore. He has worked with PIMR, Indore; Nirma Institute of Management, Ahmedabad and Narsee Monjee Institute of Management Studies, Mumbai before joining IIM Calcutta. He has to his credit more than 50 research papers, popular articles and case studies in the area of Marketing management, consumer psychology, brand management and behavioural processes in organisations in the journals and periodicals of repute. He has also co-edited / authored three books and a psychological test manual. Recipient of the Association of Management Schools (AIMS) Best Case Writing Award for the year 1999, Prof. Prashant is actively associated with several professional organisations in various capacities. Dr. Prashant’s recent training / consulting assignments are with various organisations including Bharat Petroleum Corporation Limited; Bank of India; United Bank of India; State Bank of India; Indian Oil Corporation; Cognizant Technology Solutions; AMUL; Johnson and Johnson to name a few.
Besides the program director, IIMC Faculty and Experts with Rich experience in Marketing Practice will also be included as facilitators during the program.
For further details of the programme, Prof. Prashant may be contacted at prashant@iimcal.ac.in
VENUE :
Tata Hall
Indian Institute of Management Calcutta
Joka, Diamond Harbour Road
Kolkata 700104
ARRIVAL/DEPARTURE
For the participants, accommodation is arranged from the evening of the day before the programme. Participants are requested to report at the Reception Desk of Tata Hall latest by 9.00 a.m. on the first day of the Programme. Reception of Tata Hall is manned round the clock.
The Programmes are expected to be over by 2. 00 p.m. on the last day of the Programme. The participants are requested/expected to make their travel plan accordingly.
PROGRAMME FEE
Rs.30, 000 (Rupees Thirty Thousand only) will be charged for this Residential Programme.
Programme fees are to be paid by Demand Draft/Cheque payable at any Bank in Kolkata. The DD/Ch. should be made in favour of “Indian Institute of Management Calcutta” and sent to the below mentioned address at least three weeks prior to the commencement of any MDP.
The Manager, CMDP
Indian Institute of Management Calcutta
Joka, Diamond Harbour Road
P.O. Joka
Kolkata - 700 104.
Phone : 033-2467 8300-04
For more details, visit http://www.iimcal.ac.in
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