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360 degree Marketing Communications
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
360 degree Marketing Communications
Programme Director: Prof. Seema Gupta
Venue: IIMB Campus
Dates: 15 -17 Sept, 2008
Introduction :
Great brands are built on great conversations. That's possibly always been true... but the conversations of old were kind of one-sided, that weren't really conversations at all. They were ads shot out over 3 channels and people didn't even have a remote control to mute them. So companies believed they were conversing. Now many people have the power to escape... they can escape ads, they can tune to a million other channels, they can buy a billion other products, they can publish a blog about your company, they can have instant word-of-mouth (good and bad) on you from the web, they can be in a store and punch in product info on their cell phone and find out who else has the product and for how much.
Nightmare? Far from it. It is an opportunity. An opportunity to start a real conversation. And it can be exploited by – 360 degree Marketing Communications.
Program Goals
Acquaint participants with the latest developments in the discipline of marketing communications.
Provide critical insights into mass media advertising strategy and media planning.
Provide a well-rounded perspective on alternate forms of communication like public relations, sponsorships, word-of-mouth, ambush marketing, Internet advertising and product placements.
Develop a marketing communications plan for a brand. This plan can then be used as a template for developing and operationalizing similar plans in one’s organization.
Contents
How to develop an effective advertising strategy irrespective of the industry-FMCG, durables, lifestyle, services etc.
How to develop a media plan?
How to launch a product with public relations?
How to build a brand with sponsorships?
How to effectively place your brand in a movie or television program?
How to leverage the power of Internet advertising?
How to get people to talk about your brand?
How to prevent your competitor from ambushing your sponsorship rights?
Participant Profile
Senior executives from the discipline of marketing, sales, advertising, communications, product and brand management. The program aims to enhance the understanding of marketing communications among participants who have to deal with it directly and indirectly.
Programme Director
Dr. Seema Gupta is a faculty in Marketing Area. She has a Ph.D. in Marketing; She has industry experience of three years and teaching experience of nine years. She is an invited speaker on the subject of marketing communications in various institutions. She has several papers published in international, national journals and leading Indian dailies. She has conducted research studies on sponsorship and ambush marketing in India for ICC Cricket world cup 2003. She has in the past conducted several training programs on Brand building through alternate media.
Dr. Seema Gupta’s contact details:
Tel – 080-26993469
Email - seemag@iimb.ernet.in
Certification of Participation
A certificate of participation will be awarded to the participants by IIMB
Programme Details
Programme Dates
15 –17 Sept, 2008
Non Residential
36,000/-
Residential
45,000/-
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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