Technology Marketing 
Last date for registration: 07 Jul, 2019
End Date : 19 Jul, 2019
Early Bird Discount Date : 26 Jun, 2019
Residential Early Bird Fee(excluding GST) : Rs. 90,450
Non-Residential Fee(excluding GST) : Rs. 90,000
Non-residential Early Bird Fee(excluding GST) : Rs. 81,000
It is well known that ICT (information and communication technology) is the prime mover of technology. Even in high end research in pharma, metallurgy, plastics and other domains, ICT is a key tool. Consider the changes witnessed in ICT in the recent past. The Indian IT service firms that were chartbusters for more than a decade slowed down remarkably. 3D manufacturing is re-engineering the conventional engineering workshop. Traditional networking companies are suddenly having to find new markets as networking gets defined by software. They are finding themselves competing with software companies in some markets. IT behemoths like IBM, HP and Dell are making painstaking efforts to redefine their business models. Relative newcomers like Facebook, Alibaba, Netflix, Google and Amazon are disrupting every business from books thro’ food to travel and business. Add to this the explosion of artificial intelligence, extreme learning, cloud computing, social media and analytics. It presents an exciting mix of prospects and challenges for a future that is getting increasingly difficult to predict.
This gives rise to the question, how does a company operating in the technology domain (product or service) plan for its present and future? While technology is fine what is technology business? Why do some technology companies fare well while others struggle to play catchup? How did HP survive while 300 other printer companies died? Subsequently what pushed the company to break into two? Why do some technology companies manage takeovers well while others fail? Microsoft was not the pioneer of spread sheet, gaming station or cloud solutions and yet built big businesses in those domains. When should an ICT company be proactive and when should it be reactive?
Therefore, there are two important pieces to the puzzle. i) how to handle technology domain ii) given
the uncertainties in the domain how to seek and profit from business opportunities in it. That is, what are the commercial dimensions of technology? Is it as important to be business savvy as it is to be technology savvy? These concerns form the core of the program on technology marketing.
Some of the key questions the program wishes to focus on
- How are IT markets different? What are the key similarities and differences, when compared to say consumer product markets?
- How to handle competition and customer in the technology space?
- How to brand technology?
- How to handle technology product acceptance?
- How to manage technology cycles?
- And so on.
Middle and senior level executives from ICT product and service companies
YLR Moorthi is a Professor, Marketing at IIM Bangalore. He has a PhD in Brand Management. He is an M Tech from IIT Madras and a post graduate in management from IIM Bangalore, India He teaches Brand Management, Marketing Management and other marketing courses. His areas of interest include Marketing Strategy, Markets for Hi-tech Products and Branding. He was awarded a PhD for his thesis ‘Brand Success Evaluation in Selected Personal Care Products’. The thesis studied 73 personal care brands from the Indian market. He worked for several years in the industry in varied fields like Production Planning, Oil Exploration, Mechanical Design, Systems Analysis, Software Development, etc.
He has conducted training programmes and consulted for several reputed Indian and multinational companies. His workshops on innovation and creative marketing are popular among corporates. He has also consulted for organizations abroad like Industry Canada and IBM, USA. He is currently actively involved in research on the impact of branding in different domains like IT and B2B Marketing. His latest publication is his book “Marketing that works in India” published by Pearson Education in 2015.
Programme Fee and Payment
INR 1,00,500/- 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-June-19 will be entitled to an early bird Discount of 10%.
- Early Bird Fee (Residential) INR 90,450/-(+ Applicable GST)
- Early Bird Fee (Non-Residential) INR 81,000/-(+ 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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