marketing notes

Marketing Concepts for Practicing Managers - The Indian Context (Program Director: Dr. E.Murali Darshan 2007 Campus Programme Overview: The Indian marketing environment has undergone radical changes in the recent times. Competitive dimensions, changing consumer lifestyles, entry of foreign multinational companies and a growing economy are some of the important factors that has have accelerated the environmental changes. Marketing professionals need to be aware of the conceptual dimensions of marketing to be in a position to take vital policy decisions as they move up the ladder in the corporate spheres. The challenges of the present day context will require even non-marketing managers to understand the underpinnings of marketing management so that they can contribute to the effectiveness of marketing decisions. Customer value today not just comes through contributions from a specific functional area ; an organization has to develop and adapt customer value by the synergy of efforts from various functional areas. Knowledge of marketing principles and concepts have, become a prerequisite to contribute to customer value to both marketing and non-marketing professionals. For: The applicant should be a graduate in any discipline with about 3-10 years of experience in the industry (in any field)  The applicant should not have gone through a formal post graduate program in management. The purpose of the program is to disseminate knowledge of marketing to executives who may not have had the exposure to management and hence it is presumed that executives with a formal MBA degree will not apply for this program  The program does not have any rigorous process of assignments / evaluation or grades. Participants need to be highly self motivated to follow the lecture and do considerable amount of self-work and add value to themselves in theprocess of learning the subject Contents: The program would cover the following issues:         Marketing orientation and its implications The process of customer acquisition and issues of identifying consumers Complexities of consumer behavior Product oriented strategies Dimensions and issues on pricing The changing Indian retailing scenario Brand building and marketing communications Basics of customer satisfaction Fees:Non-Residential & Residential: Rs. 25000/For details, contact: - Creating & Sustaining Customer Value - Issues & Perspectives Program Director:. , 2007 Objectives:  To understand the fundamental concepts of customer value ,customer satisfaction, loyalty, migration and relationships and also appreciate the linkages  To understand that the linkages between satisfaction, loyalty/migration and relationship does not exist within the narrow domain of marketing, while appreciating the usefulness of marketing mix elements  To understand the emotional aspects of creating customer intimacy typically in a consumer market, which is beyond the mundane aspects of product functionality. (This aspect of the program would depend on the number of participants from the FMCG sector. Alternatively this aspect may be replaced with an exercise suitable for the participants) For:  Senior level managers who have about 10-15 years experience in any aspect of sales/marketing/product/brand management and who have not had an exposure 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 Contents: The program will have the four modules-the first module will highlight the need for marketers to create value as an organization beyond the traditional approach of using just the marketing mix. The second module will address the linkages that exist between marketing mix elements and organizational capabilities and internal networks within the organization in a changing environment. This module will bring into focus the importance of customer satisfaction, long- term strategic perspectives for the organization and the focus for developing customer relationships before planning any kind of CRM initiative. The third module will focus on pricing, customer needs, organizational capabilities in an intensely competitive market and building relationships. The third module will deal with operational aspects of satisfaction, why CRM can fail, the basics of CRM and the linkages between strategic perspectives and the success of CRM. The last module will deal with the behavioral aspects of customer and how they can be used to build relationship with the brand. Alternatively the last module may be replaced with an exercise (depending on the industries the participants are drawn from). Fees: Residential: Rs. 21,000/Non-Residential: Rs. 15,000/- Retail Business in India and Strategic Retail Management Faculty: August , 2007 At JNTU Hyderabad Fee: Objectives: The programme will help provide different models for analysing and building differentiated value drivers for different retail businesses. Who should attend: Senior and top managers who are responsible for retail chain operations. Apply online at You will need to complete and return the application form to the Manager, Marketing Services. Please include the cheque/draft toward the programme fee along with your application. You can download an application form in PDF format or request to get a brochure. For more information, contact: Marketing Services, Centre for Executive Education, JNTU School of Management Studies, JNTU Campus,, Hyderabad - 5000 Customer Relationship Management Program Director: September , 2007 Campus Objectives: The objective of this programme is to help participants understand the concept and practice of customer relationship management derived from research and applications in industry. These concepts and their applications from real life case studies will help identify opportunities, which can be successfully implemented for long-term profitability. For: Middle level marketing and customer service / relations managers in consumer goods industry, industrial products and service organisations. Contents:          Evolution of CRM & Concepts Process Framework of CRM Economics of CRM Recovery Processes Service Quality themes in CRM CRM in Business Markets Data mining for CRM Technological tools for CRM Implementing CRM Fees: Residential: Rs. 30,000/- Profiting through Value Creation, Customer Satisfaction, Loyalty & Relationship Program Director: Prof.Dr.E.Murali Darshan August 09-11, 2007 At JNTU Campus, Kukatpally,Hyderabad. Fee: INR 20,000 Objectives:  To identify key issues, challenges, and opportunities to enhance the value proposition to the customers  To establish the connectivity between market orientation, customer satisfaction, market based management and profitability and design the strategies to make this happen    To verify the hypothesis that customer service can be a profit center To identify the main drivers of customer delight and design a strategy to deliver them To understand the main pillars of Customer Relationship Management (CRM) For: All senior executives/ managers who are in charge of customer service /sales or marketing functions. Contents:        Customer orientation of business and managing customer loyalty Customer focus and profitability Profit impact of customer retention Customer analysis and value creation Customer service - profit centre and not cost centre Customer satisfaction and dissatisfaction: concept and value Building life-long relationship with the customers Mail your queries to Prof.Dr.E.Murali Darshan : emd12usa@yahoo.com For details, contact: Centre for Executive Education, JNTU School of Management Studies, JNTU Campus,, Hyderabad - 5000 Phone: Fax: E-mail : murali_en@hotmail.com Becoming an Effective Sales Manager Program Directors: Prof.Dr.E.Murali Darshan August 06-10, 2007 At JNTU Campus, Kukatpally,Hyderabad. Fee: INR 30,000 Objectives:       Effectively Plan for a Sales Job Motivate and Manage Sales Teams Set Goals and Measure Performances Communicate and Negotiate Effectively Understand Different Consumers (Individuals and Organisations) Effectively Manage Key Accounts For: This program will be of great interest to you if you are an executive or a manager from marketing, product / brand, and sales functions or a marketing analyst whose principal responsibilities lie in generating demand, revenues, and profits from new and existing products and services. Managers from other functional areas or a non-marketing background with a supporting role for organization‟s marketing activities would also find the program relevant. Contents:          Understanding Emerging Challenges for Sales Professionals in the Contemporary Environment Selling Process and Strategies Personal Selling: Transaction Vs Relationship Approach Consumer Vs Business Markets: Implications for Selling Key Account Management and Customer Relationship Performance Management Issues for Sales Professionals Managing Self and People in a Sales Organization (Motivation, Team Building and Leadership) Communication and Negotiations Skills for Sales Professionals Sales Planning: Issues in Territory Planning and Forecasting For details, contact: Centre for Executive Education, JNTU School of Management Studies, JNTU Campus,, Hyderabad - 5000 Phone : Fax : E-mail : mgrmdp@iimcal.ac.in Marketing Concepts for Practicing Managers - The Indian Context (An Open Program on Web-casting) Program Director: Prof.Dr.E.Murali Darshan May 19 - August 25, 2007 At JNTU Campus, Kukatpally,Hyderabad. Programme Overview: The Indian marketing environment has undergone radical changes in the recent times. Competitive dimensions, changing consumer lifestyles, entry of foreign multinational companies and a growing economy are some of the important factors that has have accelerated the environmental changes. Marketing professionals need to be aware of the conceptual dimensions of marketing to be in a position to take vital policy decisions as they move up the ladder in the corporate spheres. The challenges of the present day context will require even non-marketing managers to understand the underpinnings of marketing management so that they can contribute to the effectiveness of marketing decisions. Customer value today not just comes through contributions from a specific functional area ; an organization has to develop and adapt customer value by the synergy of efforts from various functional areas. Knowledge of marketing principles and concepts have, become a prerequisite to contribute to customer value to both marketing and non-marketing professionals. For:  The applicant should be a graduate in any discipline with about 3-10 years of experience in the industry (in any field)  The applicant should not have gone through a formal post graduate program in management. The purpose of the program is to disseminate knowledge of marketing to executives who may not have had the exposure to management and hence it is presumed that executives with a formal MBA degree will not apply for this program  The program does not have any rigorous process of assignments / evaluation or grades. Participants need to be highly self motivated to follow the lecture and do considerable amount of self-work and add value to themselves in theprocess of learning the subject Contents: The program would cover the following issues:        Marketing orientation and its implications The process of customer acquisition and issues of identifying consumers Complexities of consumer behavior Product oriented strategies Dimensions and issues on pricing The changing Indian retailing scenario Brand building and marketing communications  Basics of customer satisfaction Fees: Non-Residential & Residential: Rs. 25000/- Marketing Strategies in a Competitive Environment Faculty: Prof.Dr.E.Murali Darshan July 4-7, 2007 At JNTU Campus, Kukatpally,Hyderabad. Fee: INR 1,50,000 Objectives: Develop competitive marketing strategies and create superior customer value with long term customer relationships. Who should attend: CEOs, senior marketing executives. You will need to complete and return the application form to the Manager, Marketing Services. Please include the cheque/ draft toward the programme fee along with your application. You can download an application form in PDF format or request to get a brochure. Marketing Skills Program for Entrepreneurs & SME Owners / Managers Program Director: Prof.Dr.E.Murali Darshan January 22-24, 2007 At JNTU Campus, Kukatpally,Hyderabad. Program Fees: Rs. 20,000 INR Objectives: You will enhance your ability to:       Analyze Market Opportunities Evaluate and Select Target Segments Manage Price-Value Relationship Design and Manage Effective Distribution Systems Improve Marketing Program with Focused Competitive Analysis Evaluate Market Programs and Analyze Marketing Resource Productivity For: This program will be of great interest to you if you are an entrepreneur / owner / manager of SME responsible for sales and marketing of your product / brand whose principal responsibilities lie in generating demand, revenues, and profits from new and existing products and services. Programme Content: Environment Scanning for Market Selection   Exploiting Customer and Market Information Researching Markets Efficiently for Identifying Opportunities Developing Market Based Competitive Strength  Differential (Competitive) Advantage Dynamics  Analyzing Competitive Markets Optimization of Marketing Mix Elements (Pricing, Promotion & Distribution)    Pricing Strategies and Tactics for Small Businesses Improving Marketing Communication Productivity The Distribution Infrastructure: Design and Development Nurturing Customer Assets   Customer Satisfaction, Loyalty and Retention Entrepreneurial Marketing Essentials Mail your queries to: Prof. Prashant Mishra : prashant@iimcal.ac.in Mail your nominations and cheques/drafts to: Centre for Executive Education, JNTU School of Management Studies, JNTU Campus,, Hyderabad - 5000 Phone: E-mail: mgrmdp@iimcal.ac.in Managing Retailing Program Director: Prof.Dr.E.Murali Darshan November 27- 02 December, 2006 At JNTU Campus, Kukatpally,Hyderabad. Fees: Rs. 45000(US$ 1200 for participants from other countries) Objectives: The course aims at building the perspectives from both the brand owners (in terms of managing retailing) and the retail businessperson (in terms of managing the retail business). Specifically, the objectives of the course are to:  Understanding retailing as a business  Arrive at decisions which are valuable to the customer, retailers and the marketing companies  Expose the participants to the key approaches to managing retailing  Learn from the experiences For: Senior managers in sales and distribution at marketing companies; regional/branch heads of marketing companies; brand managers; senior managers in retail companies. Contents:  Understanding consumers as shoppers  Understand the retail business  Understanding he challenges of Indian retailing  Managing efficient consumer response at the outlet - Demand forecasting - Category management - Supply chain management - Inventory management - Retail promotion  Effective marketing decisions using POS data  Buying for better results  Customer relationship management - Store Operations  Technology in retail Strategic Marketing & Export of Agro Products Program Director: Prof.Dr.E.Murali Darshan September 05-07, 2006 At JNTU Campus, Kukatpally,Hyderabad. Program Fee: Rs. 20,250 per participant Introduction: The marketing of agricultural commodities and food products is regarded as unique and deserves specialized attention. Rapid changes are taking place in the domestic and international markets of agricultural commodities and food products, the knowledge of which is important for coordinating business policies and management processes in the agro-food system. In the present era of globalization and increasing competitiveness, it is critical not only to think of marketing the agricultural commodities and food products in a strategic manner in the domestic market but also to look out for avenues to export in potential international markets for various reasons like sales expansion, diversification of destinations of sales and sources of supplies, better remunerative prices, minimization of competitive risk, etc. For:  Executives in marketing and/or export divisions of agro-based companies, dealing in domestic marketing and export of agricultural commodities, food items and other agro-products.  Officers in government departments and cooperatives responsible for strategic decisions on domestic marketing and exports of agro-products. Program Contents: Day 1 Identification of products for Domestic Market and/or Exports, Branding, Factors Influencing Pricing Decision, Preparation of Export Price quotation, Distribution Decision and Logistic Issues for Agri-business Products in Domestic and International Markets, Agricultural and Food Marketing Policy and Storage Issues. Day 2 Institutions in Agricultural Markets and Exports, Market Selection for Export of Agricultural Products, Trade Barriers for Certain Agricultural Products, Harmonized System of Codes for Export, Familiarization with Online and Offline Databases for International Trade of Agricultural Products. Day 3 Letter of Credit and Other Systems for Exports, Management of Price Risk for Export Markets, WTO Issues, Operational Issues for Starting up an Export Business. Mail your queries to Prof. Kriti Bardhan Gupta : kriti@iiml.ac.in Marketing Skills Programme for Entrepreneurs and SME Owners / Managers Program Director: Prof.Dr.E.Murali Darshan February 08-10, 2006 At JNTU Campus, Kukatpally,Hyderabad. Program Fees: Rs. 12,000 INR Program Details: This hands-on program emphasizes the management of new and existing products for growth and profitability for entrepreneurs / SME owners and managers. It aims to provide a broad understanding of marketing frameworks and entrepreneurial approaches to growing business and will also focus on „cutting edge‟ issues concerning marketing practices including brand and services related issues. The Program faculty will focus on the synergy between in-field practice and in-class learning. Program Focus:              Environment Scanning for Market Selection. Exploiting Customer and Market Information. Researching Markets Efficiently for Identifying Opportunities. Developing Market Based Competitive Strength. Differential (Competitive) Advantage Dynamics. Analyzing Competitive Markets. Optimization of Marketing Mix Elements (Pricing, Promotion & Distribution). Pricing Strategies and Tactics for Small Businesses. Improving Marketing Communication Productivity. The Distribution Infrastructure: Design and Development. Nurturing Customer Assets. Customer Satisfaction, Loyalty and Retention. Entrepreneurial Marketing Essentials. For: This program will be of great interest to you if you are an entrepreneur / owner / manager of SME responsible for sales and marketing of your product / brand whose principal responsibilities lie in generating demand, revenues, and profits from new and existing products and services. Benefits of Attendance: You will enhance your ability to:       Analyze Market Opportunities. Evaluate and Select Target Segments. Manage Price-Value Relationship. Design and Manage Effective Distribution Systems. Improve Marketing Program with Focused Competitive Analysis. Evaluate Market Programs and Analyze Marketing Resource Productivity. Research for Marketing Decisions:Methods & Methodology Program Director: Prof.Dr.E.Murali Darshan February 06-10, 2006 At JNTU Campus, Kukatpally,Hyderabad. Overview & Content: Significance of research in marketing decisions needs no elaboration. Consumers and business world have seen alike the folly / intelligence of Iridium satellite phones, Coca Cola in Classic coke and new coke and Bajaj Industries in “Hamara Bajaj” campaigns. The significance of these legends is that none of these things happened just like that, all of its own. There has been some structured process and serious thinking behind these landmark decisions. The purpose of this programme is to make individuals imbibe the structured and logical way of thinking. The ability to see beyond the obvious and the tools and techniques required to achieve them would be imparted to the participants. The course contents are as follows:         Significance of Research methodology The Research Process Qualitative research (tools and techniques) Quantitative research (tools and techniques) Questionnaire formation, scaling, validity and reliability analysis Errors in research, field work and operationalization Advanced statistical tools (multivariate analysis) Software for statistical computation (SPSS, etc.) For: Considering the type of programme and the intensive schedule, full commitment and interest is desired. Some prior knowledge of problem solving, statistics is definitely advantageous. All executives / entrepreneurs who want to use / implement research methods in their respective organizations, those who are interacting / dealing with research agencies and those who want to update their research base, would be prospective participants. Mail your queries to Prof. Ashis Mishra : ashism@iimb.ernet.in Fees: Residential: Rs. 33,000/- (Compulsory residential programme Retailing - A Paradigm Shift: Challenges, Opportunities & Strategies Program Director: Prof.Dr.E.Murali Darshan January 2-5, 2006 At JNTU Campus, Kukatpally,Hyderabad. Introduction and Objectives: The whole world has seen the boom in the retailing sector at US and Europe couple of decades ago. As per the Mckinsey report (CII-Mckinsey - "Retailing in India -The emerging revolution" released at Retail India - 2000) India is also getting ready for it. "Retailing in India could become a $300 billion industry by the year 2010, if it continues in its current growth path (6% GDP growth annually)." This has been made possible due to the growth of income of the consumers, demand for products / services at different sectors increasing at a faster pace, lifestyle and buying behaviour of consumers continually changing, better products and shopping options become available and the relaxation of regulation permitting the foreign investments in the sector, etc. Obviously, the entire business world is keen to take advantage of such a situation and there is not reason why they should not. But mere willingness is not enough. It requires the understanding of retailing business from the experience of the successful and failure ones; it requires the knowledge of the different distribution systems and the issues involved; it requires to understand the store buying behaviour of the consumers; it requires to understand the implications of trading area, store site selection; category management; merchandise selection and handling; retail audit; retail positioning; etc., to name a few. This programme makes the managers aware of the abovementioned issues and many more. It also provides some possible strategies keeping the trend and opportunities in mind. For: Executives working in retail business, executives dealing with different types of retailers. Organizations, who want to take advantage of the upcoming retail business growth and orient themselves for the future, need to send their executives for such an experience/exercise. Entrepreneurs in the retail sector could also benefit from this programme. Contents:           Significance of distribution channels in markets in India and the conventional channels. The new avenues - VMS and significance of retailing. Retail customers, retail competition, retail strategy. Trading area analysis, site selection, layout/design issues. Operations management, Logistics and supply chain issues. Merchandise Management, Category management. Retail pricing, retail positioning. Services in retailing. Retail Promotion, Visual Merchandising. Influence of technology on retailing, e-tailing. Mail your queries to Prof. Ashis Mishra : ashism@iimb.ernet.in For details, contact: Centre for Executive Education, JNTU School of Management Studies, JNTU Campus,, Hyderabad - 5000 Phone: Fax: E-mail: edp@iimb.ernet.in Export-Import Management Programme Director: Prof.Dr.E.Murali Darshan October 20-21, 2005 At JNTU Campus, Kukatpally,Hyderabad. Fee: Rs. 8,000 (Residential) per participant Objective: Foreign trade is likely to account for 30% of GDP over the next three years. Exportimport management in the 21st century requires knowledge about WTO, EXIM procedure, FOREX Risk Management and Trade Finance including Foreign Currency Loans. This workshop aims at skill development in the strategic management of EXIM business. How to export & import, what to export & import & where to export. For:    All executives who are in the field of international business All those interested to get trained in EXIM management Bank officers handling Trade Finance & Forex business Contents: Foreign Trade, WTO, Customs Duty Rates, Export-Import Finance and procedures, Foreign Exchange management, SEZz URC and UCPDC, International Marketing, Country Profile Analysis, EDI system, EXIM Documentation, etc. Mail your queries to Prof. Justin Paul : justin@iimidr.ac.in