Essentials of Marketing Strategy (Batch-2) 
Last date for registration: 07 Feb, 2023
End Date : 18 Feb, 2023
Early Bird Discount Date : 27 Jan, 2023
Residential Early Bird Fee(excluding GST) : Rs. 82,800
Non-Residential Fee(excluding GST) : Rs. 85,000
Non-residential Early Bird Fee(excluding GST) : Rs. 76,500
Programme Overview
Marketing is a key organization function that is more proximate to revenue generation through company-customer exchanges than other functions. To help executives understand how marketing generates revenue, and how to develop a methodical approach to making marketing decisions, this programme is structured around the theme of ‘Market Orientation’, one of the most important marketing strategy learnings in the past three decades. “Market orientation has been defined as the organizational culture that most effectively and efficiently creates the necessary behavior for the creation of superior customer value for buyers and thus, continuous superior performance for the business” (Narver and Slater 1990). A robust and large body of research and practice has found that among the various company orientations observed in the marketplace, market orientation is the path to greatest (a) innovation, (b) customer satisfaction, (c) employee satisfaction, (d) firm value, (e) customer loyalty, and (f) long-term profitability and sustainability.
Programme Objectives
The programme is designed to empower participants to become thoughtful and disciplined marketing strategy thinkers and has the following goals:
Develop a thorough understanding of Market Orientation, its importance for busines success and its dimensions including
- Customer Orientation: How and why do customers buy what they do? How are customers segmented and why is understanding segmentation important? What is customer orientation, and how does being customer-oriented help a corporation?
- Competition Orientation: What are the resources and capabilities of competitors? What are their current and past goals, strategies and tactics? What is competitor orientation and how does it help a company gain competitive advantage?
- Company Orientation: What are the company’s own resources, capabilities, goals, strategies, and tactics? How do these compare with those of key competitors? What is the company orientation and how can a company use it to achieve greater success in the marketplace?
- How has the COVID-19 pandemic changed customer buying behavior? Competitors’ strategies? Economy in general? What are the implications for companies owing to these changes?
Develop an understanding of what constitutes a fully integrated, strategic marketing plan. In Specifically:
- What is product/service positioning? How can a company develop a successful positioning strategy?
- What are the fundamentals of executing a marketing strategy? What comprises product strategy? Pricing strategy? Advertising & Promotion strategy? Channel strategy?
- What makes brands valuable? How can a company develop strong brands and how can it build, develop, and leverage brand value?
Develop an understanding of the basic quantitative analyses for marketing decisions
Programme Content
The programme is divided into two phases. In phase one, participants will understand the following foundational blocks:
1. What is Market Orientation?
2. What are the dimensions of Market Orientation?
3. Why is it good for a firm to try and be market oriented?
4. What resources and capabilities are needed for a firm to become more market oriented?
Phase one serves as a springboard for phase two which constitutes the rest of the programme. This phase teases apart elements of a marketing strategy framework that underlies market orientation. This framework includes a deliberation and discussion of the following aspects of good marketing decision making:
- Analyzing the macro market/context, the consumer, and the competition.
- Analyzing the firm’s internal resources and capabilities.
- Using the above analysis as the foundation, identifying opportunities that the firm can exploit profitably, and arriving at goals and objectives.
- Mapping customer segments that exist in the marketplace, identifying the target segments that the firm wants to serve, and creating positioning statements and value propositions to effectively serve these segments.
- Crafting a value-oriented marketing program comprising of the firm’s product/service offering which is geared towards creating value, pricing geared towards capturing value, distribution aimed at delivering value, and promotion which attempts to communicate value.
- The framework ends with a consideration of executing/implementing the above strategy and monitoring the strategy using pre-determined measures of effectiveness.
Key Benefits/Takeaways
The key takeaways of the first phase are the importance of being a) customer oriented rather than technology oriented, b) competitor oriented, and c) well-coordinated inter-functionally. The key takeaways of the second phase are that there is a structured way to approach marketing decisions and this structure involves multiple elements, with the dimensions of market orientation (customer orientation, competitor orientation, and inter functional coordination) underlying each of these elements.
Pedagogy
This will be a ‘hands-on’ program and will rely on active participant engagement through case discussions, exercises, breakouts, and presentations to enhance active learning. Participants will also be expected to work on a project/live problem during the duration of the program. This project will give them an immediate chance to implement their learnings.
Who should Attend
The course is suitable for the following audiences:
1.Executives in non-marketing functions who want to develop an appreciation of marketing strategy.
2.Marketing executives who would like to revisit the essentials to make better marketing decisions.
3.Early career executives who are on the cusp of starting a career in marketing.
In short, the programme is of value to Marketing professionals, as well as executives and teams in other management functions like R&D, Program Management, Product Design and Development, Sales, Supply Chain, Finance, and Accounting that engage and interact with Marketing.
Programme Schedule
17-18 February 2023
* Hybrid – The participants who are willing and are able to travel to Bangalore, are welcome to attend the classes in our campus, provided the prevailing COVID restrictions allow for the conduct of in-person / hybrid classes. The participants who are unable to travel to Bangalore can attend the classes in live, online mode through Zoom. In case, the COVID restrictions do not allow for the Hybrid classes, the entire cohort will have to attend the classes in live, online mode.
Programme Fee
INR 92,000/- Residential and INR 85,000/- 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 27-Jan-23 will be entitled to an early bird Discount of 10%.
Early Bird Fee (Residential) INR 82,800/-(+ Applicable GST)
Early Bird Fee (Non-Residential) INR 76,500/-(+ 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 Directors
Gopal Das is an Associate Professor of Marketing at the Indian Institute of Management Bangalore, India. He completed his Ph.D. from Indian Institute of Technology Kharagpur, India after his MBA. He has worked with several top institutes including IIM Calcutta, IIM Kozhikode, IIM Rohtak, and IIM Raipur. During his 16-year academic career, he has contributed to a variety of research domains, with a strong motivation to advance theory while emphasising on managerial practices. His research interests include consumer emotion, motivation, information processing, scarcity, gift-giving, retailing and consumer receptivity to artificial intelligence.
He has been a visiting Scholar of HKUST Business School, Hong Kong and NUS Business School, Singapore. His research papers have appeared in almost 50+ leading journals such as International Journal of Research in Marketing, Journal of Retailing, European Journal of Marketing, Psychology and Marketing, Journal of Business Research, and Journal of Services Marketing. He has extensive editorial experience and currently serves as an Associate Editor for the Journal of Business Research, European Journal of Marketing, and Psychology & Marketing. In addition, he is on the editorial board of the International Journal of Research in Marketing, the Journal of the Academy of Marketing Science, and the Journal of Services Marketing. Gopal is also a co-editor on a special issue on Scarcity for the Journal of the Academy of Marketing Science, and a JBR Special Issue on Retailing and Emergent Technologies.
Gopal has received several awards/recognitions for his scholastic contributions including featured in the list of featured in the World's Top 2% list of Scientists as identified; Ranked 2nd (out of 3600 researchers) in the world in retailing journal influence index from 2009-15; Has been recognized in the Annual Report and the Director’s Convocation Address as the Best Researcher of IIM Rohtak for three consecutive years 2014-2015, 2015-2016, and 2016-2017; Featured in the top 5% productive management researchers in India list (Source: Omega Journal); Awarded Prof. Dipak C Jain award of IIM Bangalore; Awarded Gold medal for best “Outstanding Doctoral Management Student Awards (2012)”, organized by AIMS International at the IIM Bangalore. Gopal has been invited for talks at several institutes including HKUST Business School, Hong Kong; Hong Kong Baptist University, Hong Kong; City University of Hong Kong, Hong Kong; Indian Institute of Management Ahmedabad; Indian Institute of Management Indore. He has been considered as a top rated faculty by student feedback. Besides his scholarship and related experience, Gopal has served in leadership roles as MBA Chairperson, Chairperson of the Students Affairs, and Research. Currently, he is the Chairperson of IRB at IIM Bangalore. Gopal has chaired a track at the AMA Winter Marketing Educators, PAN IIM World Management Conference. He has been a member of ACR, SCP, INFORMS, AMA and ANZMAC.
Shailendra Pratap Jain (Shelly) is James D. Currie Professor of Marketing and International Business at the Foster School of Business, University of Washington, Seattle. Shelly is a chemical engineer from BITS Pilani, an MBA from IIM Ahmedabad, and M. Phil. and Ph.D. in Marketing from New York University’s Stern School of Business. He has been a faculty at Indiana University’s Kelley School, and University of Rochester’s Simon School, and visiting faculty at Cornell University’s Johnson School, Western University’s Ivey School of Business (Canada), Indian School of Business, and IIM Ahmedabad. Shelly has won several awards for his discussion-oriented and participative teaching and has been cited by Business Week as a four-star teacher.
Prior to joining academia, Shelly worked in brand management, sales, and advertising, and is associated with several path-breaking marketing campaigns in the Indian marketplace. From 2012-16, he chaired Foster School’s Marketing & International Business Department where he was deeply involved in the growth and transformation of the department.
Shelly’s research interests include brand strategy, marketing messaging, cross-cultural and other consumer differences, health care messaging, artificial intelligence, the psychology of COVID, growth mindsets, and unhealthy/addictive consumption. He has published extensively, and his research has appeared in leading journals (Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Journal of Experimental Psychology, among others), and he is an Associate/Area Editor with Journal of Marketing Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.
He has conducted executive programs for corporations like Microsoft, Boeing, Esterline, Posco, Max India, and Ogilvy & Mather India, among others, and has served as an expert witness.
REFERENCE
Narver John C. and Stanley F. Slater (1990), "The Effect of a Market Orientation on Business Profitability," Journal of Marketing, 54 (October), 20
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