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Creating and Sustaining Customer Value-Issues and Perspectives
Posted Date: 11 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 Bangalore
Executive Education Programme
Supply Chain ManagementCreating and Sustaining Customer Value-Issues and Perspectives
Programme Director: Prof. Ramesh Kumar
Venue: IIMB Campus
Dates: 8 - 9 Sep, 2008
Topicality of this program
Marketers struggle to enhance the satisfaction of customers only to find that they migrate to competitors. Research has shown that investments in customer relationship management (CRM), has also not been profitable to most companies. There are also several loyalty-based concepts, which are being attempted by marketers in isolation without the back up support of several other relevant and related strategies. There is a distinctive need for practitioners of marketing to know how well these three dimensions can be linked to formulate not only successful strategies, but to sustain such strategies.
The program objectives are:
To understand the fundamental concepts of customer value ,customer satisfaction, loyalty, migration and relationships and also appreciate the linkages
To understand that the linkages between satisfaction, loyalty/migration and relationship does not exist within the narrow domain of marketing, while appreciating the usefulness of marketing mix elements..
To understand the emotional aspects of creating customer intimacy typically in a consumer market, which is beyond the mundane aspects of product functionality. (This aspect of the program would depend on the number of participants from the FMCG sector. Alternatively this aspect may be replaced with an exercise suitable for the participants)
Note: This program will neither planned nor intended to provide solutions to operational problems in marketing: it is rather a program which, will provide a conceptual backdrop that is likely to be useful in a variety of policy making situations encountered across industries and markets.
Target segment for the program
Senior level managers who have about 10-15 years experience in any aspect of sales/marketing/product/brand management and who have not had an exposure to concepts related to customer value.
Senior managers from other functional areas who may be involved in policy formulation with regard to marketing and who would like to have a strong interdisciplinary focus with regard to marketing.
Note: The program does not differentiate between consumer/industrial products and services, as its objective is to provide conceptual directions (except for one planned module of the program). There will be case situations from consumer products/ industrial products and services.
Contents of the program
The program will have the four modules-the first module will highlight the need for marketers to create value as an organization beyond the traditional approach of using just the marketing mix. The second module will address the linkages that exist between marketing mix elements and organizational capabilities and internal networks within the organization in a changing environment. This module will bring into focus the importance of customer satisfaction, long- term strategic perspectives for the organization and the focus for developing customer relationships before planning any kind of CRM initiative. The third module will focus on pricing, customer needs, organizational capabilities in an intensely competitive market and building relationships. The third module will deal with operational aspects of satisfaction, why CRM can fail, the basics of CRM and the linkages between strategic perspectives and the success of CRM. The last module will deal with the behavioral aspects of customer and how they can be used to build relationship with the brand. Alternatively the last module may be replaced with an exercise (depending on the industries the participants are drawn from)
It is to be noted that more than planning and implementing a CRM program, marketers need to know how customer satisfaction and relationships will impact their organization. This program will address such perspectives
Program Director
Dr.S.Ramesh Kumar, Professor in the Marketing area has a mix of twenty six years of teaching /research and industrial experience. He was awarded the ICFAI Best teacher award from Association of Indian Management Schools .He has published five books on the application of marketing concepts to practice and published extensively in Indian journals and refereed articles in international journals of repute. He has presented conference papers in several prestigious conferences in several parts of the world.
CERTIFICATE OF PARTICIPATION
A certificate of participation will be awarded to the participants by IIMB
Programme Details
Programme Dates
8 – 9 Sep, 2008
Non Residential
30,000/-
Residential
36,000/-
Registration
Duly completed nominations in the enclosed form along with a crossed demand draft drawn in favour of the "Indian Institute of Management Bangalore", may please be sent to:
The Chief Programme Officer
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore 560 076
Phone : 080 – 26993742/3264/3475
Fax : 080 - 26584004/26584050
E-mail : edp@iimb.ernet.in
Website : http://www.iimb.ernet.in
For more details, visit http://www.iimb.ernet.in
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