Strategic Customer Focus
Last date for registration: 25 Aug, 2015
End Date : 05 Sep, 2015
Early Bird Discount Date : 14 Aug, 2015
Residential Early Bird Fee(excluding GST) : Rs. 44,650
Non-Residential Fee(excluding GST) : Rs. 42,000
Non-residential Early Bird Fee(excluding GST) : Rs. 39,900
There is a distinctive need for practitioners of marketing to know how well the three dimensions (customer satisfaction, loyalty and relationships) can be linked to formulate not only successful strategies, but to sustain such strategies. Customer Focus relates to the process of strategic selection of customers, relevance of customer value to strategic customers and how the three dimensions depend on the strategic focus on customers. It is to be noted that more than planning and implementing a CRM programme, marketers need to know how customer satisfaction and relationships will impact their organization. This programme will address such perspectives.
• To understand the fundamental concepts of customer value, customer satisfaction, loyalty, migration and relationships and also appreciate the linkages
• To understand that the linkage between satisfaction, loyalty/ migration and relationship does not exist within the narrow domain of marketing, while appreciating the usefulness of marketing mix elements
Note: The programme does not differentiate between consumer/ industrial products and services, as its objective is to provide conceptual directions.
•Module-I will highlight the need for marketers to create value as an organization beyond the traditional approach of using just the marketing mix.
• Module-II will address the linkages that exist between marketing mix elements and organizational capabilities and internal networks within the organization in a changing environment. The importance of customer satisfaction, long-term strategic perspectives for the organization and the focus for developing customer relationships would be discussed.
• Module-III will focus on pricing, customer needs, in an intensely competitive market and building relationships. This module will also deal with operational aspects of satisfaction, the basics of CRM and the linkages between strategic perspectives and the success of CRM.
Senior level managers with 10-15 years experience in any aspect of sales/ marketing/product/brand management and who would like to get exposed to concepts related to customer value. Senior managers from other functional areas who may be involved in policy formulation with regard to marketing and who would like to have a strong interdisciplinary focus with regard to marketing
Dr. S Ramesh Kumar is a Professor of Marketing at IIMB. Professor S Ramesh Kumar has a mix of industrial and teaching experience of about twenty nine years. He was awarded the ICFAI Best Teacher Award by Association for Indian Management Schools (AIMS).
His papers have appeared in Journal of Integrated Marketing Communication, Journal of Brand Management, Ivey Business Journal and his co-authored papers have been published in Marketing Review, Journal of Customer Behavior, Asia Pacific
Journal on Economics & Business, and Richard Ivey Business School’s case collection. Professor Ramesh Kumar has published several books on the application of marketing in the Indian context (includes a text book on consumer behavior). He has presented research papers in several international conferences and conducted executive programmes for several companies.
Email: rkumar@iimb.ernet.in
Programme Charges*
Residential: Rs. 47,000/- (subject to availability of rooms on campus)
Non-residential: Rs. 42,000/-
Early bird cut-off date: 14-Aug-2015
Residential: Rs. 44,650/-
Non-residential: Rs. 39,900/-
Please Note * Please add service tax at prevailing rates to the programme fee. Group discount (10%) may be availed for a group of 5 or more participants from an organization for a programme, on upfront payment before the start of the programme.
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.
Registration
Please logon to IIMB website www.iimb.ac.in/eep for registering online. Do feel free to get back to us if you should have any clarification.
Executive Education Programmes
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore 560 076
Phone: +91 - 80 - 2699 3264 / 3475
Fax: +91 - 80 - 2658 4004 / 4050
E-mail: openpro@iimb.ernet.in