Consumer Behavior in the Digital Age 
Last date for registration: 26 Jul, 2017
End Date : 05 Aug, 2017
Early Bird Discount Date : 15 Jul, 2017
The word ‘Digital Marketing’ has caught the imagination of marketers. It is critical to understand that the classical behavioral dimensions associated with the consumer, is the building block on which digitalization of marketing is achieved.
The following are the objectives of the programs:
- To provide a conceptual understanding of the importance behavioral concepts associated with branding.
- To enable the participants to understand the importance of consumer behaviour in the digital age with respect to branding.
Thought triggers associated with the program
Thought triggers provide an idea about the usefulness of the content associated with the program.
- Does the consumer always behave in rational ways?
- How is consumer behaviour connected with digital marketing?
- What is the behavioral basis of branding?
- What is the digital context?
Contents of the programme
- Context of consumer behaviour
- Behavioral Dimensions of Branding
- Consumer -Brand Connections
- An Indian case study from real life branding
Target Segment for the programme
Brand / Product Managers associated with FMCG (Fast Moving Consumer Goods) or Consumer durable companies.
This is a program intended for managers who are interested in acquiring knowledge on consumer behaviour before they attempt digital marketing initiatives.
Dr. S Ramesh Kumar, Professor of Marketing, IIM-B Chair of Excellence has about thirty three years of experience in teaching /research and an exposure to the corporate sector. The web page below provides an idea about his cases/ books/journal publications.
S.Ramesh Kumar has specialized in the application of marketing/consumer behavior concepts to brands in the Indian context. He has published (authored/co-authored) books, real life cases of brands and journal papers besides conducting a number of executive education programs for companies.
Programme Fee and Payment
INR 30,000/- Non-Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.
It is a Compulsory Non-Residential Programme.
Early Bird Discount
Nominations received with payments on or before 15-July-17 will be entitled to an early bird Discount of 7%.
- Early Bird Fee (Non-Residential) INR 27,900/-(+ 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.