[ Brochure | Register Online ]

PROGRAM OVERVIEW

Marketing Strategy backed by High Value Ideas

Over three days of specialized communication theory brought alive by practical learning sessions, marketing professionals will be introduced to a new way forward through the combined expertise of stalwarts in the field. Propelled by the Indian Institute of Management Kozhikode, a leading academic institution of the country, professionals will be encouraged to inculcate a spirit of lifelong learning. They will also be privy to case studies that demonstrate the strategies behind Advertising Communication from Lowe Lintas’ global experience in building brands across 45 categories in 73 countries, for over 60 years.

The focus of the program is participative learning. Through a mix of learning tools, lecture-discussions, case presentations, experience sharing, and in-class exercises, brand management executives would be introduced to the process of devising the strategy behind a communication campaign. They would be exposed to the theory and apply the practice.

Program Content

• Emerging Perspectives on Marketing Communications
• Brands and Communications
• Communications Planning and Role of Research
• Persuasion Strategy
• Identifying & Defining Target Audience
• Consumer Decision Making, Response Hierarchies
• Consumer Acquisition Cycle and Communication Goals
• Linking Brand and Consumer Emotions
• Developing Brand Propositions
• Evaluating Creative Ideas
• Measuring Communication Effectiveness

Suraja Kishore, Sr. VP-Strategic Brand Planning, Lowe Lintas, is a TISS graduate with an eclectic mix of work experience. A maverick at heart he has undertaken various roles - that of being a Corporate communicator, Copywriter, Marketer, Academician and a Strategic Brand Planner with Lowe Lintas since 2005.

He brings with him over 14 years of rich and diverse learning across categories: Telecom, Food & Beverages, Retail, Hospitality, Automobiles, ITeS, Personal Care and Confectionery.

Suraja has successfully led the development of brand campaigns like Idea - 'What an Idea, sirji!' and Tata Tea - 'Jaago Re' campaigns. He has won Effies for both the brands consecutively for the last three years. During his stint at MICA as an academician, he conceived and executed India's first creative program with specialization in Copywriting & Art Direction and conducted various Professional development programs in the area of Advertising, Marketing & Creative Thinking for professionals from the industry and advertising clubs.

Prof. Keyoor Purani
kpurani@iimk.ac.in

Keyoor Purani is an Associate Professor in marketing at the Indian Institute of Management Kozhikode. He has been teaching marketing, marketing communications and related courses at the post graduate level for over twelve years and has taught students in India, Sweden and Ghana. Prior to joining IIM Kozhikode, he taught at Mudra Institute of Communications, Ahmedabad (MICA).

He has been involved in a number of consulting projects for organizations such as Muthoot Finance, Emami, McCann Healthcare, Synovate, Cadilla Pharmaceuticals and Murugappa Group. He has also designed and conducted executive development programs for organizations like Indian Society of Advertisers, Zee Telefilms, Philips, LIC Housing Finance, Department of Post, Himalaya Drugs and Cadilla Pharmaceuticals among others.

Keyoor Purani has co-authored a popular text book 'Advertising and Promotion: An Integrated Marketing Communications Perspective' published by Tata-McGraw Hill Education. Apart from articles in business and the trade press, he has publications in Indian and international academic journals and in refereed proceedings of NACRA, European Marketing Academy, World Marketing Congress among others.

Program Dates : August 25-27, 2011

Venue : World Trade Center, Cuffe Parade, Mumbai

Fee : Rs. 28,500 (Non-Residential) for 3-day program inclusive of classroom instruction and facilitation, a copy of program reading material, lunch and refreshments.

Last Date for Registrations : Nomination forms duly filled along with the Course Fee should reach the MDP Office latest by August 15, 2011.

For Enquiries and Registrations, contact:

MDP Office
Indian Institute of Management Kozhikode
IIMK Campus P.O. Calicut–673 570, Kerala, India
Phone: 91-495-2809208,
Fax: 91-495-2803010, 2803011
Mob: 9895098960
E-mail: mdp@iimk.ac.in

Cancellation Policy:
In the event of cancellation of nomination, full refund of the program fee will be made, if request is received in writing at least 15 days before commencement of the program. No refund will be made if such a request comes after this date. However, the amount can be adjusted against nominations in future programs in the financial year 2011-12.