• |
  • A-
  • |
  • A
  • |
  • A+
  • |
  • |
  • |
  • |
Indian Institute of Management Bangalore

Competitive Marketing Strategy Category Name

Venue : IIMB Campus
Last date for registration: 06 Nov, 2023
Start Date : 16 Nov, 2023
End Date : 18 Nov, 2023
Early Bird Discount Date : 26 Oct, 2023
Residential Fee(excluding GST) :  Rs. 1,05,000
Residential Early Bird Fee(excluding GST) :  Rs. 94,500
Non-Residential Fee(excluding GST) :  Rs. 90,000
Non-residential Early Bird Fee(excluding GST) :   Rs. 81,000

Programme Overview
Strategizing for marketing requires sensitivity to the target market, an assessment of what the organization ‘can do’, and an understanding of what ‘is possible’ for the firm. Development of marketing strategies addresses achievement  of sustainable competitive advantages in the marketplace and involves establishing linkages between marketing strategy formulation and its implementation, as well as recognizing the role of customer satisfaction and public image. Basic analytical skills to comprehend, and analyze competition, improve the resilience of the firm’s marketing strategy in an external competitive market environment. This combines such an exposure.

In the current scenario, there is an urgent  need  to align an organization's  marketing strategy with changing times, especially during the pandemic,this programme encompasses both marketing strategy formulation and reformulation that calls for both market orientation and market reorientation.

Programme Content
Module 1: Become customer centric.
Module 2: Develop market orientation and market reorientation.
Module 3: Build competitive edge.  


Key Benefits/Takeaways

  • To outline the context of Marketing Strategy in the overall purview of Marketing Management.
  • To examine the aspects of a company becoming customer centric.
  • To address market orientation and reorientation in alignment with the current and changing market environment. 
  • To address the issues leading to building a competitive edge.
  • To illustrate both decision making situations and conceptual tools for the process of marketing strategy.
  • To enhance the participants' ability to understand the process of marketing strategy formulation and reformulation.


Who Should Attend
Marketing managers involved in strategic decision making for marketing in multinationals, medium and large sized Indian firms.


Programme Fee
INR 1,05,000/- Residential and INR 90,000/- 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 26-October-23 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 94,500/-(+ Applicable GST)
Early Bird Fee (Non-Residential) INR 81,000/-(+ Applicable GST)

Group Discount
Group Discount of 5% percentage can be availed for a group of 3 or more participants when nominations received from the same organization.

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.

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.

A certificate of participation will be awarded to the participants by IIMB.

Programme Director

Dr. Nagasimha Balakrishna Kanagal is a Professor in the Marketing Area of IIMB. His research interests are in the area of marketing strategy. This includes customer and market analysis; customer value and relationship management; and competitive marketing strategies including innovation, pricing, promotions, public image management, and strategic intent. His papers have been accepted at international and national conferences and he has published in international and domestic journals. His teaching interests include principles of marketing, marketing research and marketing strategy.
He has a PhD in Management Science concentration marketing from the University of Texas at Dallas, USA. He also has a MS in Management and Administrative Sciences, and a Master of Arts in International Management from the University of Texas at Dallas. He has a PGDM from IIM Ahmedabad and a Bachelor of Engineering undergraduate degree from Bangalore University. He has over five years of organizational experience in the area of marketing in leading organizations in India. At IIMB he has been Chief Editor of IIMB Management Review, the journal of IIMB during the period January 2012 to March 2018.



How to Apply

Sample Certificate

Note: Certificate image is for reference to potential participants only and may change at the discretion of Executive Education Programmes Office