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: rkumar@iimb.ernet.in

EXECUTIVE EDUCATION PROGRAMMESIIMB

EXECUTIVEEDUCATION PROGRAMME