ABC of Marketing/Building Blocks of Marketing 
Last date for registration: 30 Dec, 2018
End Date : 11 Jan, 2019
Early Bird Discount Date : 19 Dec, 2018
Residential Early Bird Fee(excluding GST) : Rs. 72,900
Non-Residential Fee(excluding GST) : Rs. 75,000
Non-residential Early Bird Fee(excluding GST) : Rs. 67,500
Organizations in India are increasingly feeling the need for “market orientation” because of ever-changing customer preferences. Marketing and other functional disciplines today are expected to “talk to” rather than “talk at” each other. This programme therefore aims at clarifying the basics of marketing, to marketing as well as non-marketing executives. It helps the process of facilitating a dialogue between the different disciplines of an organization with the objective of serving the customer more effectively.
Ask yourself the questions that worry a typical marketing person. Here is a list.
• How to develop a deep-seated understanding of the customer?
• How to segment/target/position in the market?
• How to manage a service?
• How are products priced?
• How to charge a premium?
• How to crash prices?
• What are the dos and don’ts of personal selling?
• How to fight competitors big or small?
• How to brand?
• How to systematically develop a marketing plan? Etc..
These are some of the concerns the program wishes to address. Program sessions will be handled by
Experienced IIMB faculty and reputed practitioners from industry.
The Programme addresses
• Middle level marketing executives who have experience in marketing/ sales but were not exposed to the underlying principles of marketing in a business school.
• Middle level executives from other disciplines like HR, Production, Finance etc who would like to develop an appreciation for marketing.
• Middle level marketing executives in marketing/ sales discipline who attended business school several years back and would like a refresher on the principles of marketing.
Professor Moorthi holds a Ph.D. (Brand Management), an M.Tech. from IIT Chennai and Post Graduate Diploma in Management from IIM Bangalore. He was a Visiting Scholar at the Amos Tuck Business School, Dartmouth, US for pursing collaborative research with Professor Kevin Lane Keller. His teaching and research interests include brand management, international marketing, managing hi-tech firms and creative marketing. His book “Brand management – the Indian context” was awarded an Escorts – DMA award and NOCIL-ISTD book award. Prior to joining IIMB, Dr. Moorthi worked for several years in production planning, oil exploration, mechanical design, system analysis and software development.
Programme Fee and Payment
INR 81,000/- Residential and INR 75,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.
Early Bird Discount
Nominations received with payments on or before 19-Dec-18 will be entitled to an early bird Discount of 10%.
- Early Bird Fee (Residential) INR 72,900/-(+ Applicable GST)
- Early Bird Fee (Non-Residential) INR 67,500/-(+ Applicable GST)
Please Note:
All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme. Kindly do not make your travel plans unless you receive the letter from IIMB.
A certificate of participation will be awarded to the participants by IIMB.
- The programme fee should be received by the Executive Education Office before the programme commencement date.
- In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the programme.
- If a nomination is not accepted, the fee will be refunded to the person/ organisation concerned.
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