MARKETING

COMMUNICATIONS

FOR CUSTOMER

ENGAGEMENT

Programme DirectorSeema Gupta

21 - 23 September, 2011

For marketing communications to be effective it must stop communicating to customers and begin engaging with customers in a meaningful dialogue. For starting conversations with customers it is imperative that marketers look beyond mass media and leverage new media such as internet and social media. The program will give critical insights into harnessing the power of new media. The program will familiarise participants with the process of marketing communications management. The program engages with the key decision areas in market-ing communications management- communication strategy, creative strategy, media strategy, and communication effectiveness. The program draws on theoretical underpinnings of consumer behaviour to understand how advertising and communications work. While the program will enable participants to understand the micro issues of advertising, it will also enable seeing the linkages between advertising, marketing and business strategies. The program will explore issues and challenges in integrated marketing communications like public relations, brand placement, word of mouth and digital advertising.

Objectives• To provide critical insights into

mass media advertising strategy and media planning.

• To provide a well-rounded perspec-tive on integrated communications like public relations, brand place-ment, word-of-mouth and digital advertising.

• To equip participants with knowhow of preparing marketing communica-tions plan that engages with customers.

Contents The program consists of four modules:

Marketing Communications Strategy- It will deal with the theoretical under-pinnings of consumer behavior and their implications for marketing communications. It will also engage with the interrelatedness between business, marketing and communica-tion strategy.

Creative Strategy- What will be the most effective creative strategy for your product category? How to build brand image through creative advertis-ing? When to engage in comparative advertising using competitor’s trade-marks?

Media Strategy- How to choose media vehicles for communicating with different stakeholders? How much budget to allocate for advertising?

Integrated Marketing Communica-tions- How to build and manage an integrated agency business? How to integrate messages across mediums, constituencies and campaigns? How to build brands using integrated marketing communications like public relations, brand placements and word of mouth? How to engage consumers in conversations using digital media?

The pedagogy will comprise of discus-sions of Case Studies (mostly Indian), guest lectures and project presenta-tions.

Target Participants’ ProfileMiddle and senior level executives from the discipline of marketing, sales, advertising, communications, product and brand management will benefit from the program. The program is also suitable for executives from other functional areas who wish to develop a cross functional understanding of marketing communications.

PROGRAMME DIRECTOR

Seema GuptaMarketing

Professor Seema Gupta is a faculty in the Marketing area at IIMB. She teaches courses in Marketing and Marketing Communications at IIMB. She has fifteen years of combined experience in marketing practice and academics. She has published papers in academic journals like Public Relations Review, IIMB Review and Decision. She has written Case Studies on communication challenges in Indian businesses like The Park Hotels: Designing Communications; Bosch: Change in Corporate Identity; Mudra: Building an Agency Business; Rin versus Tide Naturals: Fighting the Advertising Battle and Coke-Pepsi: Building Brand Image. She is the affiliate for India, of Reputation Institute (RI), a premier research and consulting organization based at U.S.

Email: seemag@iimb.ernet.in

EXECUTIVE EDUCATION PROGRAMMESIIMB

EXECUTIVEEDUCATION PROGRAMME

The Indian Institute of Management Bangalore (IIMB) has been recognized as the No. 1 Business School in Central Asia by Eduniversal, a French Consultancy Group for three consecutive years. IIMB has obtained the European Quality Improvement System (EQUIS) accreditation awarded by the European Founda-tion for Management Education (EFMD). Established in 1973, IIMB today offers a range of post-graduate and doctoral level courses as well as executive education programmes. With a faculty body from amongst the best universities worldwide, IIMB is fast emerg-ing as a leader in the area of management research, education and consulting. IIMB’s distinctive feature is the strong focus on leader-ship and entrepreneurial skills that are necessary to succeed in today’s dynamic business environment.

Executive Education at IIMBExecutive Education at IIMB is designed to offer “Next Generation” programmes focused on the development of practicing managers and professionals. Our programmes seek to enhance competence in critical thinking, analysis, decision making and communication in a global business environment. In order to provide sharp focus, IIMB Executive Education Programmes are consciously designed only for executives and managers in senior and middle level management. A certificate of participation will be awarded by IIMB to participants attending these programmes.

To cater to the needs of industry and practicing managers, IIMB offers a variety of programmes:

Open Programmes, which are a mix of general management and specialized programmes based on faculty research and expertise across various disciplines. These are open to participants from different organizations. General management open programmes are designed to integrate knowledge from diverse functional areas

into overall organizational strategy and develop the participant’s general management skills. Specialized programmes focus on updating and refining the skills of functional specialists. In open programmes, participant diversity contributes significantly to cross-learning and provides continuing networking opportunities beyond the classroom. These programmes are held at IIMB campus.

For more information on IIMB Open Programmes, please write to openpro@iimb.ernet.in

Customized Programmes offered by the Institute are designed to meet the specific training needs of client organizations. The Institute partners with client organizations to understand their needs and designs courses specific to them. ‘Action Learning’ is one of the distinctive elements of the programmes we design and conduct for corporate partners, in which company personnel study live challenges facing the company and generate solutions under the guidance of the institute faculty. The purpose of Action Learn-ing is to achieve simultaneous individual as well as organizational learning with a view to make things happen post-training.

For more information on IIMB CustomizedProgrammes, please write to edp@iimb.ernet.in

International Programmes are open / customized programmes that provide a platform for experiential learning and interaction in a global milieu. These programmes are offered by IIMB in partnership with leading international schools and many provide the opportunity to study abroad, providing diversity as well as access to global manag-ers.

For more information on our InternationalProgrammes, please write to us atedp@iimb.ernet.in

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INDIAN INSTITUTE OF MANAGEMENT BANGALORE

Bannerghatta Road, Bangalore 560 076Phone : +91 - 80 - 2699 3264/3475/3742 Fax : +91 - 80 - 2658 4004/4050E-mail : openpro@iimb.ernet.in

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