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MARKETING AND BRANDING: A THREE PRONGED APPROACH Programme Director S Ramesh Kumar 06 - 07 January, 2012 Marketing and branding form the very basis of any marketing strategy for any offering of a company. Practitioners need to have a step by step approach to comprehend the concepts associated with this area of specialization. A clear understanding of the concepts will enable the practitioners to apply the concepts to reality and appreciate the linkages between the concepts. The programme will emphasize the conceptual rigor required to develop a mindset that can logically reason out the rationale of market- ing and branding strategies. Objectives To create awareness on the tripodal approach to brand building among sales/marketing managers who have no conceptual exposure to marketing concepts. (The tripodal approach to brand building uses basic marketing dimen- sions which deal with providing value with the concept of segmentation, product/ brand management and customer retention). Contents The programme content is divided into three blocks (the tripodal approach) The first block would deal with creating value and segmenting, targeting and positioning techniques The second block would deal with management of product-lines and brands and would provide an overview relating to the linkages between various factors involved in product management / brand management The third part would deal with the basics of and customer relationship management Note: The programme does not make a distinction between consumer and industrial products as the focus of the programme is more on the conceptual aspects involved. The programme aims at developing the knowledge domain of the marketer rather than attempting to provide solutions to specific problems. Examples / case- lets will be drawn from consumable / durable and service categories. Target Participants’ Profile Sales /Marketing managers who have 5-10 years of experience and who do not have conceptual exposure to marketing. Managers in other functional areas who would like to have an overview of market- ing concepts and who may be involved in policy making aspects. PROGRAMME DIRECTOR S Ramesh Kumar Marketing S Ramesh Kumar is a Professor in the Marketing Area at IIMB. He has a mix of industrial and teaching experience of about twenty nine years. S.Ramesh Kumar was awarded the ICFAI Best Teacher Award by Association for Indian Management Schools (AIMS). His papers have appeared in Journal of Integrated Marketing Communication, Journal of Brand Manage- ment, Ivey Business Journal and his co-authored papers have been published in Marketing Review, Journal of Customer Behavior, Asia Pacific Journal on Economics & Business, and Richard Ivey Business School’s case collection. Professor Ramesh Kumar has published several books on the application of marketing in the Indian context (includes a text book on consumer behavior). He has presented research papers in several international conferences and conducted executive programmes for several compa- nies. Email: [email protected] EXECUTIVE EDUCATION PROGRAMMES IIMB EXECUTIVE EDUCATION PROGRAMME

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MARKETING AND BRANDING: A THREE PRONGED APPROACHProgramme DirectorS Ramesh Kumar

06 - 07 January, 2012

Marketing and branding form the very basis of any marketing strategy for any offering of a company. Practitioners need to have a step by step approach to comprehend the concepts associated with this area of specialization. A clear understanding of the concepts will enable the practitioners to apply the concepts to reality and appreciate the linkages between the concepts. The programme will emphasize the conceptual rigor required to develop a mindset that can logically reason out the rationale of market-ing and branding strategies.

ObjectivesTo create awareness on the tripodal approach to brand building among sales/marketing managers who have no conceptual exposure to marketing concepts.

(The tripodal approach to brand building uses basic marketing dimen-sions which deal with providing value with the concept of segmentation, product/ brand management and customer retention).

Contents • The programme content is divided

into three blocks (the tripodal approach)

• The first block would deal with creating value and segmenting, targeting and positioning techniques

• The second block would deal with management of product-lines and brands and would provide an overview relating to the linkages between various factors involved in product management / brand management

• The third part would deal with the basics of and customer relationship management

Note: The programme does not make a distinction between consumer and industrial products as the focus of the programme is more on the conceptual aspects involved. The programme aims at developing the knowledge domain of the marketer rather than attempting to provide solutions to specific problems. Examples / case-lets will be drawn from consumable / durable and service categories.

Target Participants’ ProfileSales /Marketing managers who have 5-10 years of experience and who do not have conceptual exposure to marketing. Managers in other functional areas who would like to have an overview of market-ing concepts and who may be involved in policy making aspects.

PROGRAMME DIRECTOR

S Ramesh KumarMarketing

S Ramesh Kumar is a Professor in the Marketing Area at IIMB. He has a mix of industrial and teaching experience of about twenty nine years. S.Ramesh Kumar was awarded the ICFAI Best Teacher Award by Association for Indian Management Schools (AIMS). His papers have appeared in Journal of Integrated Marketing Communication, Journal of Brand Manage-ment, Ivey Business Journal and his co-authored papers have been published in Marketing Review, Journal of Customer Behavior, Asia Pacific Journal on Economics & Business, and Richard Ivey Business School’s case collection. Professor Ramesh Kumar has published several books on the application of marketing in the Indian context (includes a text book on consumer behavior). He has presented research papers in several international conferences and conducted executive programmes for several compa-nies.

Email: [email protected]

EXECUTIVE EDUCATION PROGRAMMESIIMB

EXECUTIVEEDUCATION PROGRAMME

The Indian Institute of Management Bangalore (IIMB) has been recognized as the No. 1 Business School in Central Asia by Eduniversal, a French Consultancy Group for three consecutive years. IIMB has obtained the European Quality Improvement System (EQUIS) accreditation awarded by the European Founda-tion for Management Education (EFMD). Established in 1973, IIMB today offers a range of post-graduate and doctoral level courses as well as executive education programmes. With a faculty body from amongst the best universities worldwide, IIMB is fast emerg-ing as a leader in the area of management research, education and consulting. IIMB’s distinctive feature is the strong focus on leader-ship and entrepreneurial skills that are necessary to succeed in today’s dynamic business environment.

Executive Education at IIMBExecutive Education at IIMB is designed to offer “Next Generation” programmes focused on the development of practicing managers and professionals. Our programmes seek to enhance competence in critical thinking, analysis, decision making and communication in a global business environment. In order to provide sharp focus, IIMB Executive Education Programmes are consciously designed only for executives and managers in senior and middle level management. A certificate of participation will be awarded by IIMB to participants attending these programmes.

To cater to the needs of industry and practicing managers, IIMB offers a variety of programmes:

Open Programmes, which are a mix of general management and specialized programmes based on faculty research and expertise across various disciplines. These are open to participants from different organizations. General management open programmes are designed to integrate knowledge from diverse functional areas

into overall organizational strategy and develop the participant’s general management skills. Specialized programmes focus on updating and refining the skills of functional specialists. In open programmes, participant diversity contributes significantly to cross-learning and provides continuing networking opportunities beyond the classroom. These programmes are held at IIMB campus.

For more information on IIMB Open Programmes, please write to [email protected]

Customized Programmes offered by the Institute are designed to meet the specific training needs of client organizations. The Institute partners with client organizations to understand their needs and designs courses specific to them. ‘Action Learning’ is one of the distinctive elements of the programmes we design and conduct for corporate partners, in which company personnel study live challenges facing the company and generate solutions under the guidance of the institute faculty. The purpose of Action Learn-ing is to achieve simultaneous individual as well as organizational learning with a view to make things happen post-training.

For more information on IIMB CustomizedProgrammes, please write to [email protected]

International Programmes are open / customized programmes that provide a platform for experiential learning and interaction in a global milieu. These programmes are offered by IIMB in partnership with leading international schools and many provide the opportunity to study abroad, providing diversity as well as access to global manag-ers.

For more information on our InternationalProgrammes, please write to us [email protected]

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For more details on IIMB Executive Education, please visit:http:/www.iimb.ernet.in/EEP

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INDIAN INSTITUTE OF MANAGEMENT BANGALORE

Bannerghatta Road, Bangalore 560 076Phone : +91 - 80 - 2699 3264/3475/3742 Fax : +91 - 80 - 2658 4004/4050E-mail : [email protected]

[email protected]