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Indian Institute of Management Bangalore

Building Blocks of Marketing Category Name

Venue : IIMB Campus
Last date for registration: 19 Jan, 2024
Start Date : 29 Jan, 2024
End Date : 31 Jan, 2024
Early Bird Discount Date : 08 Jan, 2024
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
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 program 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.

Programme Objectives

  • To sensitize participants and bring them up to speed on the latest developments in marketing.
  • To communicate marketing principles that are universally applicable across domains.



Just ask yourself the questions that worry a typical marketing person. Here is a list.
•    How to design marketing strategies for the new omni-channel, digital world?
•    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 digitally/physically or using an omnichannel approach?
•    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 in-house faculty and reputed practitioners from industry.


Target Participant Profile
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.

How you will benefit?
The program aims to give an appreciation of the basics that govern the discipline of marketing. Participants from disciplines like HR, Production, Finance etc can expect to get a broad overview of the marketing discipline. This will help them in their dialogue with their counterparts in marketing. Marketing executives will revisit their basics (Some of the old beliefs about marketing have changed, eg: co-creation, two-way marketing). A recap of the fundamentals of the discipline will help them serve their internal and external customers better.
How the content will be delivered?
The program uses a mix of cases, lectures and workshops. Participants are given the reading material early in the program. They are expected to discuss the cases thoroughly in small groups and come prepared to make presentations the following day. This is the key to the success of and learning from the program.


Programme Director

Prof. YLR Moorthi’s research and teaching interests include Marketing Strategy, Consumer, Industrial and Services Markets; Markets for Hi-tech Products and Branding. He was a visiting scholar at the Amos Tuck Business School, Dartmouth, US (an Ivy League School), during February-June 2002, pursuing collaborative research with Professor Kevin Lane Keller. He is currently actively involved in research on the impact of branding in different domains like IT and B2B marketing. His international publications include contributions to the Journal of Services Marketing, Business Horizons and Journal of Business-to-Business Marketing. Dr. Moorthi’s book, “Marketing that works in India”, a Pearson publication, ran into several reprints.   

He has conducted training programmes for several reputed Indian and multinational companies. Dr. Moorthi worked for several years in the industry in varied fields like Production Planning, Oil Exploration, Mechanical Design, Systems Analysis, Software Development etc. He has also consulted for organizations abroad like Industry Canada and IBM. Dr. Moorthi’s case, ‘The Segmentation of the Indian Watch Market,’ was one of the three cases chosen for a round table discussion at the Asian Case Research Journal’s Conference, Singapore, July 2000. His book ‘Brand Management – The Indian Context’ was awarded the Escorts-DMA Award in 1999-2000 and NOCIL-ISTD Book Award in 2000-2001.

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 08-Jan-24 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.


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